Codere launches international marketing campaign ahead of new football season

Codere has launched its first international marketing campaign developed in tandem with newly appointed ad agency Shackleton. The marketing push, dubbed “Football is uncomplicated, like Codere”, will be broadcast to sports bettors in Spain and Mexico ahead of the 2020-21 football season. According to Codere, the ad sequence will develop a new brand positioning to showcase the ease and security of the operator’s sports betting offering.

Shackleton is a multi-million-pound portfolio ad agency which boasts clients including Uber, Durex and Max Factor. The creative firm was tasked with highlighting Codere’s simple payment system and promotions, as well as its easy-to-use mobile app. Codere’s sponsorship of La Liga champions Real Madrid will feature heavily throughout the activation, which comprises of seven TV ads, four radio shorts and cross-platform digital presence. Codere Apuestas marketing manager Carlos González de las Cuevas said: “The important thing about the campaign is to uncomplicate the idea of sports betting and present them as a simple, safe leisure alternative with the best guarantees for the user. “Furthermore, unquestionably, football is naturally linked to the values of emotion and fair play that the company shares,” he added.