Codere secures spot as the only gambling brand in the Brand Finance Spain 2026 rankings

Operator ranks 82nd among Spain’s 100 most valuable brands and has appeared in the list 14 times since 2010

Spanish operator Codere Group has once again secured a spot in the prestigious ‘Brand Finance Spain 2026’ ranking, placing 82nd among the country’s top 100 brands.

This marks the company’s 14th appearance in the list since 2010, and it remains the only brand from the gaming sector to feature in the index. The ranking reflects the overall value and excellence of Spain’s top 100 brands—key drivers of employment, investment, and innovation—whose combined brand value reached a record €143.7bn this year.

Over the past year, Codere has strengthened its brand under the ‘Codere Experience’ concept, which unifies its entertainment proposition—centered on security, a personal touch, and fun—across all the countries, business lines, and channels where the group operates. At the same time, it has driven product innovation and the development of its omnichannel strategy, including the modernization of its retail locations and the evolution of Codere Club, its unified loyalty program.

As Sonia Carabante, Corporate Director of Commercial Strategy and Transformation, notes: “Our priority over the last year has been to transform our customer relationships through a more personal and innovative proposition. The excellent reception of the ‘Codere Experience’ and our continued presence in the Brand Finance Top 100 confirm the success of our omnichannel strategy.”

Codere originated in Spain, where it began operations in 1980, and now boasts a track record spanning over four decades as an international gaming and entertainment group. It currently operates in Europe (Spain and Italy) and Latin America (Mexico, Colombia, Panama, Argentina, and Uruguay), in addition to its online operations through Codere Online.

In the realm of sports and sponsorship, the company has recruited prominent brand ambassadors who bridge elite football and the digital landscape, connecting with audiences through key figures in sports and content creation across Latin America. Furthermore, it has launched advertising campaigns such as “Hinchadores” and “Expertos mundiales,” as well as proprietary events like the Codere International Cup—which links the Spanish and Latin American markets and broke its own participation records this year.

Alberto Telías, Chief Marketing Officer of Codere Online, said: “This recognition holds special significance at a pivotal moment for the sports entertainment industry. With the upcoming 2026 FIFA World Cup and Spain’s victory, Codere reaffirms the strength of its connection with millions of fans, underpinned by the solidity and trust reflected in its brand positioning. Codere’s continued presence among Spain’s most valuable brands reinforces our ability to maintain market leadership and solidifies our position to keep building a brand that is relevant, approachable, and distinctive, centered on a passion for sport.”