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Stakeholders have yet to determine their response to the bills, with educational campaigns and collective actions on the agenda. Coordination with political leaders in the city of São Paulo is also under way.

Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, expressed concern about the bill, saying: “If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch.”

According to him, advertising from betting companies is a primary revenue source for the clubs. Opponents from other states would be able to retain such advertising, creating a competitive disadvantage, particularly for Corinthians, Palmeiras and São Paulo.

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Citizens gaming analyst Jordan Bender wrote in a 16 Sept. note that with the NFL season now under way: “Genius should benefit from increased spending across both traditional sports betting and the emerging prediction market industry.”

Added Bender: Genius’ recent deals with Kalshi and Polymarket “have provided an incremental positive catalyst for [Legend founder] Mr Kisberg and team”.

“We think investors will be looking for signs that Genius can leverage Legend’s relationship to capture a larger share of the rapidly expanding sports betting and prediction market opportunity,” he aded in a note this week.

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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.