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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.

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One concern is the measure might force clubs to host matches outside the city to maintain their advertising agreements.

Stakeholders have yet to determine their response to the bills, with educational campaigns and collective actions on the agenda. Coordination with political leaders in the city of São Paulo is also under way.

Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, expressed concern about the bill, saying: “If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch.”

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The regulator noted that several inactive accounts remained open long after users requested exclusion. 

Specifically, 156 out of 229 accounts with no pending bets remained linked to BetStop users seven days after self-exclusion registration. Some accounts were non-compliant for periods extending up to 200 days.

Carolyn Lidgerwood, an ACMA member, stressed the importance of respecting self-exclusion decisions, stating “providers must respect that decision” and “must have robust systems in place”.