Codere places responsibility at the forefront of Real Madrid renewal  

Issuing a market update, Spanish gambling firm Grupo Codere SA informs that it will continue to serve as ‘official betting partner’ of Real Madrid FC until the end of the 2020/21 European football season.

Bolsa Madrid gambling group Codere has served as Real Madrid betting partner since 2016, representing Codere’s biggest marketing commitment.

The Spanish betting group has previously used Real Madrid’s brand and players in its nationwide advertising campaigns, which led to criticism of the football club by Spanish media and politicians, for allowing its ‘athletes to promote gambling services’.

Extending its partnership with Codere, Real Madrid informed that the ‘renewal would reinforce both organisations commitments to responsible gambling and fair play’.

Publishing a statement, Codere Group Chief Executive Vicente Di Loreto branded Real Madrid as the firm’s most important alliance, as the betting group seeks to ramp-up its profile with the South American markets of Mexico, Colombia, Brazil and Panama.

Backing  Real Madrid as partner, Angel Fernández, Group Marketing Director of Codere SA, stated that the renewal would see Codere work on new creative concepts to promote shared objectives on responsibility and social commitments.

“Constant transformation forces us to try to be pioneers in our strategies. The battle for a mere brand presence is a thing of the past, and relevance through content, is vital. Expanding our relationship with Real Madrid is the best way to continue a history of creativity and innovation in terms of sponsorship strategies, which until now has been a success,” Fernández details.

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