Codere and Real Madrid Mark Decade of Partnership Success

The sports betting operator Codere Online has reached a significant milestone, celebrating ten years as the official betting partner of Spanish football giant Real Madrid. The partnership, launched in 2016, represents one of the most enduring collaborations between a gambling operator and a major football institution.

The anniversary marks a decade of association covering both Real Madrid’s men’s and women’s teams, surviving significant regulatory changes including Spain’s 2020 prohibition on gambling companies appearing as primary shirt sponsors. Despite these restrictions, the partnership has flourished through alternative marketing channels and international markets.

Codere commemorated the milestone with a new “Go for it with Codere” campaign featuring first-team players Dani Ceballos, Ferland Mendy, and Fran García. The creative spots position the operator as an integral part of the competitive spirit shared by players and supporters alike.

The relationship has evolved beyond traditional sponsorship into comprehensive fan engagement programming. Over the past decade, initiatives have included exclusive player meet-and-greets, travel packages to international fixtures, and the signature Codere Cup tournament allowing amateur participants to play at the Santiago Bernabéu.

The partnership’s success is reflected in Codere’s business performance, with the company reporting profitability and €211 million in annual revenue for 2024. The operator maintains 48,000 active users in Spain while operating across Italy and multiple Latin American markets including Argentina, Mexico, and Colombia.

While Spanish domestic regulations have tightened around gambling advertising, the Real Madrid association has enabled Codere to maintain brand visibility through international channels and digital platforms. The relationship now spans more than 20 regulated markets across Latin America.

The long-term nature of this partnership stands out in an industry where sponsorship agreements often run for much shorter periods, demonstrating the mutual value both organizations have derived from the collaboration over the past decade.