Codere Online has named Mexico national team midfielder Edson Álvarez as its new brand ambassador in the country, strengthening the operator’s sports marketing strategy in one of its core Latin American markets.
The agreement was announced jointly on LinkedIn and other social media platforms from Mexico City and Madrid, with the company positioning the partnership around the visibility of Mexican soccer ahead of the 2026 FIFA World Cup, which Mexico will co-host alongside the US and Canada.
Alberto Telias, CMO of Codere Online, said: “At Codere Online we seek to ally ourselves with figures that truly represent the spirit of soccer in Mexico. Edson Álvarez is a leader on and off the field, and embodies the values with which we fully identify.”
Carlos Sabanza, Sponsorships Director of Codere Online, added that the agreement forms part of the company’s broader strategy to strengthen its connection with Mexican soccer audiences through athletes and personalities with strong local recognition.
Prior to the official announcement, Codere launched a teaser campaign on social media featuring cryptic references to “the Mexican captain,” before formally unveiling Álvarez as the new ambassador.
As part of the partnership, Codere Online plans to roll out fan-facing activations, including contests, prize giveaways and exclusive experiences linked to the player.
The partnership forms part of a broader sponsorship and influencer strategy that Codere Online has been expanding in Mexico over recent months.
Earlier this year, the operator strengthened its collaboration with influencer and streamer Alana Flores through new branded content initiatives, digital campaigns and fan engagement activations aimed at younger audiences and sports-focused online communities.
Edson Álvarez currently plays for West Ham United in the English Premier League
