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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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Once the deal is completed, 80% of its EBITDA is expected to come from those two markets.
According to the deal investor deck, the combined group expects online betting and gaming to be its largest vertical, as it accounted for 48% of the group’s combined pro forma adjusted EBITDA in H1.
Distributed gaming followed at 27%, then casinos at 25%.
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In June, Grasso wrote an opinion piece in the Chicago Tribune criticizing what he described as media coverage that unfairly associates Italian Americans with organized crime. However, he did not directly name Rovito in the piece.
“I’ve sadly watched some members of the Chicago news media stigmatize Italian Americans as Outfit members or mafia operatives whenever it serves to embellish a story,” Grasso wrote.
“The Outfit still sells, pathetically. It’s time that it stops. Or as I like to say: Basta. Enough.”
