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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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Citizens gaming analyst Jordan Bender wrote in a 16 Sept. note that with the NFL season now under way: “Genius should benefit from increased spending across both traditional sports betting and the emerging prediction market industry.”
Added Bender: Genius’ recent deals with Kalshi and Polymarket “have provided an incremental positive catalyst for [Legend founder] Mr Kisberg and team”.
“We think investors will be looking for signs that Genius can leverage Legend’s relationship to capture a larger share of the rapidly expanding sports betting and prediction market opportunity,” he aded in a note this week.
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Evans said she was commitment to enhancing “online safety” through “proportionate regulation with partnership and shared responsibility” involving regulators, industry participants and technology firms.
“She becomes chair at this incredibly important time, supporting a sustainable, thriving industry with the essential protections needed to prevent harm,” DCMS Secretary of State Lisa Nandy commented on the appointment.
The appointment lands amid a broader reshuffle at the regulator, with policy and research director Tim Miller also departing after a decade in post.
