Codere Online’s Ambitious Strategy for the FIFA World Cup 2026
Confidence in Competition
Aviv Sher, the CEO of Codere Online, has expressed unwavering confidence in his company’s ability to outperform competitors during the upcoming FIFA World Cup 2026, hosted in North America. This global sporting event is not just a celebration of football; it represents a significant business opportunity, particularly in Spanish-speaking nations where football culture runs deep. Countries like Spain, Uruguay, Argentina, Colombia, Mexico, Ecuador, and Paraguay are not only passionate about the sport but also about the betting opportunities that come with it.
The Importance of Acquisition and Retention
For Codere Online, a successful World Cup hinges on two critical areas: customer acquisition and retention. Sher emphasizes that while attracting new customers is vital, re-engaging past users is equally important. With all five of Codere’s core markets having their national teams qualify for the tournament, the company is well-positioned to leverage national pride and excitement. This unique opportunity allows Codere to capitalize on the fervor surrounding the World Cup, aiming to convert this enthusiasm into long-term customer loyalty.
Quality Over Quantity
Sher highlights a crucial lesson learned from previous experiences: not all promotional strategies yield the same results. Codere Online focuses on quality over quantity, ensuring that their marketing efforts attract players who contribute meaningfully to net gaming revenue. The goal is to use the World Cup as a funnel for ongoing engagement rather than a one-time event. This strategic approach aims to build lasting relationships with customers, ensuring they remain active long after the tournament concludes.
Mexico: A Key Market
As the co-host of the World Cup, Mexico stands out as a significant market for Codere Online. Sher notes that the company is already witnessing increased engagement in the lead-up to the tournament. The local football culture and brand awareness provide a strong foundation for growth. The unique connection that Mexican fans have with the tournament, being held on their home soil, creates an unparalleled level of enthusiasm that Codere aims to harness.
Strategic Investment in Customer Acquisition
When it comes to customer acquisition during the World Cup, Codere Online is taking a disciplined approach. Rather than engaging in reckless spending, the company is focusing on high-impact marketing opportunities, such as strategic content partnerships. The current cost-per-acquisition environment is stable, allowing Codere to maintain a targeted approach toward attracting high-value customers without compromising profitability.
Balancing Sportsbook and iGaming
While the World Cup presents a prime opportunity for sportsbook growth, Sher notes that Codere Online has seen significant success in the iGaming sector as well. In the first quarter of 2026, casino gaming accounted for 63% of the company’s total net gaming revenue, with sports betting making up the remaining 37%. The strategy is to use the World Cup to introduce new customers to the sportsbook while cross-selling them into the casino offerings. This dual approach aims to maximize revenue potential and enhance customer engagement.
Local Advantage in a Competitive Landscape
As competition intensifies across Latin America, Codere Online’s local presence gives it a structural advantage over larger international operators. With years of experience in markets like Mexico, Colombia, Argentina, and Panama, Codere understands the regulatory landscapes, cultural nuances, and payment infrastructures better than newcomers. This localized strategy allows the company to build brand trust and tailor its offerings to meet the specific needs of each market.
Insights for the Betting Industry
The North American-hosted World Cup is poised to be a game-changer for the betting industry. Sher believes that attendees of the SBC Summit Americas will gain valuable insights into the unique dynamics of this tournament. The combination of passionate local fans, aligned time zones, and national investment in the host nations’ participation creates an extraordinary depth of engagement. Codere aims to share its learnings on localized marketing, balancing sportsbook acquisition with iGaming retention, and setting realistic revenue expectations during tournament windows.
Upcoming Opportunities at SBC Summit Americas
Aviv Sher is among the prominent figures in the gambling industry who will be speaking at the SBC Summit Americas, scheduled for June 9-11, 2026. This event presents an opportunity for industry professionals to gather insights and strategies that can shape their approaches in the evolving landscape of sports betting. With the World Cup just around the corner, the timing couldn’t be better for stakeholders to engage in meaningful discussions about the future of betting in Latin America and beyond.
For those interested in attending, there’s still time to secure tickets for this pivotal event.
