Codere Online has marked a significant milestone in sports betting sponsorships by celebrating ten years as the official betting partner of Real Madrid. The enduring relationship, which began in 2016, has covered both the club’s men’s and women’s teams through a decade of Spanish football history.
To commemorate the anniversary, the Madrid-based operator launched a new advertising campaign titled “Go for it with Codere,” designed to emphasize the shared competitive spirit between the betting brand and the football giant’s global fanbase. The campaign features Real Madrid players Dani Ceballos, Ferland Mendy, and Fran García in creative spots highlighting spontaneous challenges and competitive moments.
Despite Spain’s 2020 ban on gambling companies serving as front-of-shirt sponsors for football clubs, Codere and Real Madrid have maintained their partnership through alternative activation strategies. The collaboration now extends across more than 20 regulated markets in Latin America, demonstrating the global reach of both brands.
The partnership has delivered numerous fan engagement initiatives over the past decade, including exclusive meet-and-greet events with players, international travel experiences tied to matches, and the Codere Cup—an amateur tournament staged at the iconic Santiago Bernabéu Stadium that allows fans to compete on the same pitch as their footballing heroes.
Codere Online’s association with one of football’s most prestigious clubs has supported its growth across multiple jurisdictions. The company reported 48,000 active users in Spain during 2024 while achieving profitability and posting corporate revenues of €211 million for the year.
The operator maintains a diverse presence across Spain, Italy, Argentina, Mexico, Panama, Colombia, and Uruguay, offering gaming machines, bingo halls, sports betting terminals, and its online sportsbook and casino platform. The Real Madrid partnership remains central to its brand positioning in these competitive markets.
The sponsorship renewal comes amid ongoing regulatory scrutiny in Spain, where authorities have expressed concerns about betting operators’ use of welcome bonuses. The government recently proposed amendments to restrict promotional incentives after the number of Spanish bettors grew by over 20% in 2024.
