Omnichannel entertainment
CODERE: THE KEY TO INTERNATIONAL SUCCESS IS TO EVOLVE ALONGSIDE CUSTOMERS CARLOS SABANZA,
Sponsorship & PR Manager at Codere, tells us how the multinational operator is understanding the changing needs of its players across the world
BY LUCÍA MOURIÑO
I
n Latin America, many international operators often arrive seeking to benefit from a customer base that has historically proven to be engaged in all areas of sports. Multinationals come and go, settle and share their brand without personalising their products, thereby relying on their international brand identity. However, in order to build a longterm bond with the customer, it’s necessary to offer products and benefits that both meet the needs of customers and also provide a streamlined user experience. In the gambling industry, the Spanish multinational Codere has a network that has been operating for four decades in established jurisdictions, and that has allowed the company to quickly penetrate new verticals, as in the case of the City of Buenos Aires at the end of 2021.
An industry spotlight Carlos Sabanza, Sponsorship & PR Manager at Codere, believes that the key to becoming a leader within the betting industry has been to evolve alongside customers, understand their needs and respond to them through experience, offering guarantees to the user.
24 SBC LEADERS • OCTOBER 2021
The company, which operates in five Latin American countries - Argentina, Colombia, Mexico, Panama and Uruguay - and in Spain and Italy in Europe, is an example for anyone trying to expand
their business beyond their home country. Retail’s force and the online domination, as well as football sponsorships and marketing