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Real Madrid extends Codere partnership

Spanish gaming company Codere has agreed a three-season extension to its partnership with LaLiga football club Real Madrid.

The existing agreement between the two entities was signed in November 2016 and was due to expire at the end of the 2018-19 season.

Codere will now remain as Real’s official betting partner through to the 2021-22 campaign.

Vicente Di Loreto, director general of Codere, said: “This agreement consolidates the international vocation of our group, which already operates online betting in Spain, Mexico, Colombia and Panama.

“Stay tuned for business growth opportunities that may soon offer markets like Argentina or Brazil. It is also another manifestation of our strategy from the customer’s eyes, to which we are committed to providing the best gaming experience.”

Ángel Fernández, marketing director for Codere, added: “An advertising market in constant transformation forces us to try to be pioneers in our strategies. The battle for mere brand presence is something of the past, and relevance through content, an obligation.

“Expanding our link with Real Madrid is the best way to continue a history of creativity and innovation in terms of sponsorship strategies, which until now has been a success.”