MoPlay marks Mexico launch with Atlas sponsorship
Gibraltar-based operator signs Atlas FC deal to help raise its profile in the country
Addison Global today launched its MoPlay brand in Mexico after striking a business partnership with media conglomerate TV Azteca, EGR has learned.
The Gibraltar-based operator has gone live with online sports betting and casino in the country after gaining a Mexican licence via TV Azteca’s Ganador Azteca subsidiary.
A similar partnership model was used by bet365 to launch in Mexico in June.
Addison Global CEO Juergen Reutter said: “This latest market expansion represents a significant step forward for our business.
“Mexico is a sports mad, digital-savvy market, with massive potential for our sector.
“MoPlay brings a mobile-first, millennial-focussed product offering that will make a significant impact,” he added.
MoPlay’s Atlas sponsorship
Addison Global has invested heavily in marketing to support the launch, including a TV advertising campaign on TV Azteca’s free-to-air terrestrial channel.
The campaign will debut this weekend during Liga MX top-flight football and TV Azteca’s boxing coverage.
The operator has also signed a front-of-shirt sponsorship deal with Guadalajara-based Atlas FC and recruited sports presenter Ines Sainz as a MoPlay brand ambassador.
Sainz boasts more than four million followers on her social media channels.
Addison Global CSO Nyreen Llamas said: “The agreement we’ve put in place gives us ready-made knowledge in the marketplace, and we have significant marketing ammunition baked in.
“It has been a huge effort from all of our staff and partners to bring the product and marketing proposition to life in this new territory. Now we’re excited to get started.”