The reinforced agreement sees Codere move from official sponsor to official betting partner of the club, allowing it to show its logo on the front of the team’s shirt.
The new official shirts with Codere branding were presented yesterday during a friendly match between Rayados and Guadalajara.
To display the new branding properly, players wore the home shirt in the first half and then switched into the away kit in the second half.
Codere expects its branding to be visible across the club’s stadium in the Codere “suite” and other areas of the venue.
The operator also launched an advertising campaign that will be broadcast on television, radio and social media. The campaign’s aim is to connect followers of the team and sports betting customers.
In the next few months, more marketing actions will be implemented, such as access to the stadium, invitations to matches and VIP plans.
Alberto Telias, CMO of Codere Online, said: “We are convinced that this long-term alliance between both companies will allow us to grow together and achieve important goals. We could not have found a better travel companion in our expansion journey in Mexico than the Rayados de Monterrey Football Club.”
Meanwhile, Pedro Esquivel, Rayados EVP, said the deal with Codere is “a new stage that will undoubtedly boost the team, its supporters and football and sports fans."