Codere Extends Partnership With Spanish Sports Daily AS

Codere has stated that its media relationship with the Spanish sports daily AS (AS.com) has been extended, which will see the two companies continue to produce exclusive football content, amid the recent federal limits on betting advertisements imposed by the Spanish government.

Codere launched its interactive football show ‘Mister Underdog’ last season, partnering with AS, which proved a hit, securing a following of 30,000 YouTube subscribers.

Codere will renew its AS media agreement for another season after updating Spain’s new federal code on ads, changing the style of Mister Underdog to comply with new laws and limitations on betting advertising.

Mister Underdog will not feature direct sponsorship messages for the remainder of the La Liga 2020/2021 season from the Codere product or markets, with the show focused solely on football coverage headed by AS journalist Miguel Quintana.

In addition, Mister Underdog will host live broadcasts of Champions League matchdays from December onwards, shot with live studio audiences subjected to Covid-19 protocols.

In addition, Codere will aim to extend its content partnership to produce new Mister Underdog shows for its South American football markets, following the success of its first season working with AS.

Juan Manuel Calero Parreño, Head of Content for Online Marketing at Codere, said: “This project was born with the aim of offering quality content to those who live sports intensely like us, and –on this basis– we developed a program with a fresh focus on sports news that already has a large group of followers on social networks (Twitter with 14.5K followers and Instagram with 7.5K), being a trending topic in 22 of the 25 programs broadcast to date.”