Codere modifies high coverage AS partnership to obey Spanish advertising laws

Codere has confirmed that it has renewed its media partnership with Spanish sports daily AS (AS.com) that will see the two companies continue to develop exclusive football content, despite the Spanish government enforcing new federal restrictions on betting advertising.

Working with AS, last season Codere launched its interactive football show ‘Mister Underdog’ which proved a success, securing a following of 30,000 YouTube subscribers.

Having reviewed Spain’s new federal code on advertising, Codere will renew its AS media partnership for a further season, modifying the format of Mister Underdog to adhere to new laws and restrictions on betting advertising.

For the remainder of the La Liga 2020/2021 season, Mister Underdog will feature no direct sponsorship messages of Codere product or markets, with the show purely focused on football coverage led by AS journalist Miguel Quintana.

Furthermore, from December onwards Mister Underdog will host it live broadcasts of Champions League matchdays, filmed with live studio audiences subject to Covid-19 protocols.

In addition, following the success of its first season working with AS, Codere will seek to expand its content partnership to develop new Mister Underdog show for its South American football markets.

Juan Manuel Calero Parreño, Codere’s Head of Online Marketing content, said: “This project was born with the aim of offering quality content to those who live sports intensely like us, and –on this basis– we developed a program with a fresh focus on sports news that already has a large group of followers on social networks (Twitter with 14.5K followers and Instagram with 7.5K), being a trending topic in 22 of the 25 programs broadcast to date.”