Gibraltar-based Addison Global is set to launch its flagship MoPlay mobile sportsbook within Mexico’s burgeoning sports betting market in partnership with TV Azteca.

Updating stakeholders, Addison governance confirmed it had secured a strategic business arrangement with the TV broadcaster’s ‘Ganador Azteca’ gambling subsidiary, which allows MoPlay to launch its Mexican online betting services.

The agreement allows Addison to fulfill all Mexican regulatory licensing requirements, whilst its MoPlay brand will be promoted across TV Azteca’s regional broadcast network.

MoPlay becomes the second international online sportsbook to secure its licensing provisions through Ganador Azteca, who this summer arranged a similar fulfilment with bet365 – allowing the UK operator to launch its domain.

“This latest market expansion represents a significant step forward for our business,” said Addison Global chief executive Juergen Reutter. “Mexico is a sports-mad, digital-savvy market, with massive potential for our sector. MoPlay brings a mobile-first, millennial-focused product offering that will make a significant impact.”

Moving to launch MoPlay’s Mexican profile, Addison has further secured a shirt sponsorship agreement with Liga MX club Atlas Guadalajara.

Furthermore, MoPlay will utilize popular football presenter Ines Sainz as its first Mexican brand ambassador, who will promote the brand to more than four million social media followers.