Bolsa Madrid gambling group Codere SA has launched its first specific Codere Apuestas Colombian multimedia marketing campaign – ‘Acepta el Reto’ (‘Take the Challenge’) featuring Colombian football legend Carlos Valderrama.

The exclusive Colombian marketing campaign has been developed by Barcelona based advertising agency Manfiesto, with the aim of promoting Codere Apuestas Colombian sportsbook property to the wider general public.

Codere marketing confirmed that it has developed six TV Spots featuring Carlos ‘El Pibe’ Valderrama, with the colourful footballer considered one of Colombian sport’s most recognisable figureheads.

The Spanish gambling group was granted its Coljuegos online gambling licence in November 2017, launching the Colombian domain

The Colombia-specific campaign is launched as Codere marketing repositions the Spanish legacy gambling group’s brand profile and messaging across its multiple markets.

In 2019, Codere has undertaken a full corporate rebrand and has further launched new multimedia marketing campaigns across Spain.

Publishing ‘Acepta el Reto’, Codere Group Marketing Director Ángel Fernández, underlined the importance of the campaign, which sees Codere take a localized brand approach to engage with Colombian audiences.

“We find ourselves in a unique situation, where our brand is unknown and betting is still in its infancy. This campaign aims to introduce audiences to Codere Colombia, whilst maintaining as trust tone and approach that has worked so well for us in established territories.” Ángel Fernández detailed on the campaign launch.