Bookmaker & Real Madrid Sponsor Codere ‘Football Is Uncomplicated’ Leverages La Liga Start

Launched a week ahead of the start of the 2020/21 La Liga season, well known Spanish bookmaker Cordere (which also sponsors Real Madrid) rolled out a new soccer-themed marketing campaign called ‘Football Is Uncomplicated (Descomplicado)’.

The multi-territory marketing push reinforces the betting brand’s new positioning, offering and its app with a focus on ‘ease of use’ and ‘security’ and seeks to ensure punters and football fans see it as both relevant and as providing a differentiated offering in the highly competitive gaming category.

The creative draws an analogy between the brand and soccer with an emphasis on Cordere’s services being easy to understand and to use.

The campaign, created by agency Shackleton, is reflected in its tagline: “Soccer is uncomplicated. Like Codere.”

The Spanish campaign, timed to leverage the start of the new La Liga season, is built around a trio of humorous 20-second spots: Piscinazo, Solo and Patatal.

As well as running on television (with a focus on sports/soccer programming), the campaign also includes radio and online content, while it will also leverage its football sponsorship rights including its partnership with La Liga giant Real Madrid.

“The important thing about the campaign is to uncomplicate the idea of sports betting and present it as a simple, safe leisure alternative with the best guarantees for the bettor,” commented Cordere Marketing Manager Carlos González de las Cuevas, who added that La Liga also shares the company’s values of emotion and fair play.

Indeed, the football-specific work continues the brand’s new ‘Descomplicado’ brand marketing idea which is simultaneously being applied to its ‘Casino’ offerings in recent days with spots starring some players from Ream Madrid.

Comment:

The booming gambling sector is highly competitive – perhaps over-saturated – so differentiated is crucial and Codere aim is based around simplicity, humour and football.

Links:

Codere

https://www.codere.es/

https://twitter.com/CodereApuestas

https://www.instagram.com/codereapuestas/

https://www.facebook.com/CodereApuestas/

https://www.youtube.com/channel/UCnHiADE4Tfzg94iTGKx9WOQ

Shackleton (Agency)

https://www.shackletongroup.com/en/

La Liga

https://www.laliga.com/

https://www.facebook.com/LaLiga