The leading GameTech company announces its first strategic partnership with a sports entity in Mexico, marking a new era in fan experience.

As part of its global strategy, Novibet, the multi-award-winning international GameTech and digital entertainment company, has joined forces with Cruz Azul, one of the most iconic and historic football clubs in the country, thereby strengthening its presence in the region and betting on a passionate market undergoing digital transformation.

Together with La Máquina, Novibet aims to establish itself as a key player in the Mexican sports ecosystem through a five-year agreement that includes branding on the chest and shoulder of the team’s jersey. The deal also features a series of initiatives designed to actively enhance the fan experience through the integration of technology, innovation, and entertainment, transforming the way Cruz Azul fans engage with the team they love.

Novibet has already demonstrated its growth and strength in other major markets such as Brazil, Greece, and Ireland, where it has built partnerships with high-profile clubs in leagues like the Greek Super League and the Premier League. Mexico is the second-largest sports betting market in Latin America, only behind Brazil, where Novibet has already established strong partnerships in the region.

In Mexico, over 80% of sports bets are placed on football, with Liga MX being the dominant force in the country's sports betting scene. Within this context, bringing Cruz Azul—one of the most traditional and influential teams in the country—into the Novibet family represents a natural and strategic alliance. This union paves the way for innovative activations and unique experiences that will transform every matchday, on and off the field, placing the fan at the heart of the action.

"We are proud to partner with such an iconic club as Cruz Azul, whose legacy and passion for the sport align perfectly with our values of innovation, entertainment, and commitment to an elevated fan. This partnership not only strengthens our presence in Latin America—it also allows us to connect with millions of football fans in the country,” said Nikos Papadoglou, General Manager of Novibet.

On this matter, Eng. Víctor Velázquez, president of CF Cruz Azul, stated: "The alliance with Novibet is great news. As I mentioned at the end of the Concacaf Champions Cup, we are committed to consolidating a team for the ages, and these partnerships allow us to move precisely in that direction. I am also very happy for the fans, who will benefit from great experiences and the best entertainment, hand in hand with our friends at Novibet."

With this partnership, Novibet and Cruz Azul are not only celebrating their union but also the beginning of a new phase focused on innovation, fan engagement, and mutual growth in one of the world’s most passionate markets. What begins as a strategic collaboration promises to become a unique experience for the Celeste community and football fans throughout Mexico.