Codere Online Launches Football Campaign with Edson Álvarez

Mexico.- May 15, 2026 www.zonadeazar.com The company introduced a new advertising strategy for the football season featuring the Mexican player, digital creators and a character developed specifically for the campaign.

Codere Online officially launched a new communication campaign focused on the upcoming major international football competition, combining entertainment, humour and recognised figures from the sports and digital sectors.

The initiative is led by Mexican footballer Edson Álvarez alongside ETson, an extraterrestrial character created specifically for the campaign narrative. The official commercial began airing on 14 May across television, digital platforms and social media channels.

The creative concept centres on the interaction between Edson Álvarez and ETson, who arrives in the football environment to join conversations surrounding the international tournament from a humorous and entertainment-focused perspective.

The campaign also features appearances from Alana Flores and sisters Ara and Fer Hernández, who participate in digital content production and social media activations.

According to the company, the strategy includes a combination of audiovisual content, digital initiatives and collaborations with influencers and personalities connected to football and entertainment.

Codere Online aims to strengthen its positioning within the cultural and sporting conversation surrounding one of the most important football events on the international calendar, using communication formats aimed at digital audiences.

The use of public figures, content creators and humour-driven storytelling reflects a broader trend within the entertainment and online betting industries, where brands increasingly prioritise multiplatform campaigns focused on social interaction and digital engagement.

Carlos González de las Cuevas, Brand Manager at Codere Online, stated that the campaign seeks to integrate different types of football fans into the brand’s football-related entertainment experience.

Over the coming weeks, the company will continue deploying promotional activities, special content and campaign-related activations across multiple digital channels.

Edited by @pererarte   www.zonadeazar.com