Codere debut latest River Plate kit in new TV spot
Spanish and Latam-focused betting company resumes its Primera División partnership with new creative campaign filmed inside the Argentinian club’s Nuñez-based stadium
Codere has been named as front of shirt sponsor of Argentinian Primera División side Club Atlético River Plate.
Codere has served as the official bookmaker for Los Millionarios since 2021, with the club debuting its new kit sponsor in a marketing campaign filmed at the Monumental Stadium in the Nuñez neighbourhood of Buenos Aires.
Los Millionarios had already sported the Codere-branded strip for their 4-1 home victory against Newell’s Old Boys, but fans who weren’t in attendance or watching on TV were treated to a second look at the club’s new jersey in a custom TV spot featuring members of both the men’s and women’s teams.
The campaign was created by Agustín Obregón and Mariano Pazos from Buenos Aires-based creative agency ITALIA Comunicación and directed by Martin Donozo.
It forms part of the wider “Juega River, jugás vos” campaign and featured well-known players such as Enzo Pérez, Jonatan Maidana, Javier Pinola and Justina Morcillo.
Chief marketing officer of Codere Online, Alberto Telias, highlighted the importance of establishing this connection with the River Plate fans, stating: “Our intention is to be close to the fans, enriching their experience so that they share their excitement for the game and start feeling like one of the team.”
Speaking about the launch, Codere sponsorship and PR manager Carlos Sabanza, added: “We’re proud to belong to this great institution and delighted with the new design of the shirt. I’m sure the fans also feel the same”.
The partnership between Codere and River Plate is set to run until the 2025 season and will allow the sportsbook brand to further position itself in the Argentinian and Latin American markets.