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The collaboration includes sponsorship rights for significant NFL events such as Super Bowl LXI and the NFL Mexico Game – a regular-season NFL matchup on 22 November 2026 in Mexico City between the San Francisco 49ers and the Minnesota Vikings.
The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.
“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online.
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“Peru has been quite successful in channelling customers into the regulated framework,” Rossi comments. “The risk is that this channelisation can decrease in favour of the black market. We know the black market won’t have any consumption tax.
“There should be, in my opinion, a review of the whole ISC or consumption tax framework and find a kind of alignment or a better way to get an income in terms of taxes, but that should be balanced in order to avoid the disruption of businesses and a migration of customers to the illegal market.”
Atucha warns there is a tipping point where higher taxes can undermine channelisation, citing the UK and Germany as important case studies.
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During the livestream, the president stated that he had spoken with a woman who said her 26-year-old son had taken his own life because of online betting. He also mentioned hearing from a bettor who had racked up BRL2 million ($388,410) in debt in just three months of wagering.
Lula said he intends to discuss the matter with his team and analyse potential measures to consider the social impact of online betting.
What the president does not acknowledge is that the government relies on revenue from the sector. In just the first seven months of 2026, BRL8.747 billion generated by sports betting has already flowed into public coffers. The Federal Revenue Service estimates the total could reach BRL16 billion by the end of the year. In 2025, nearly BRL9 billion was collected from sportsbooks.
