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 front and shoulder of the team’s jersey — similar to what it did in Brazil, where it was already a partner of Fortaleza — expanding its footprint in Latin America.
The agreement also features a range 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 club 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 top-tier clubs in leagues like the Greek Super League and the Premier League.
Mexico is the second-largest sports betting market in Latin America, behind only Brazil. In the country, Novibet has already established strong regional partnerships and was named the 2nd best platform for security policies, experience, and self-control tools in Brazil (ENV Media/2025), as well as one of the fastest-growing companies in Europe — the only Top-50 company in the sector (Financial Times FT1000 ranking).
In Mexico, over 80% of sports bets are placed on football, with Liga MX being the dominant force. In this context, bringing in Cruz Azul — one of the country’s most traditional and influential teams — represents a natural and strategic alliance for Novibet. This partnership paves the way for innovative activations and unique experiences that will transform every matchday, both on and off the field, placing fans at the heart of the action.
“We are proud to partner with such an iconic club as Cruz Azul, whose legacy and ion for the sport align perfectly with our values of innovation, entertainment, and commitment to an elevated fan experience. This partnership not only strengthens our presence in Latin America but also allows us to connect with millions of football fans across the country,” said Nikos Papadoglou, General Manager of Novibet.
On the matter, Víctor Velázquez, President of CF Cruz Azul, stated: “The alliance with Novibet is great news. We are committed to building a long-lasting team, and this partnership allows us to move precisely in that direction. I’m also very happy for our fans, who will benefit from amazing experiences and top-tier entertainment, hand in hand with our friends at Novibet.”
With this partnership, Novibet and Cruz Azul are not only celebrating their union but also marking the beginning of a new phase focused on innovation, fan engagement, and mutual growth in one of the most ionate markets in the world. What begins as a strategic collaboration promises to become a unique experience for the celeste community and football fans throughout Mexico.
Novibet is a leading company in the sports betting and online gaming sector, offering a wide variety of entertainment options to players around the world.
Novibet has a global presence with more than 1,000 employees and offices in Brazil, Mexico, Greece, and Malta. With a strong commitment to innovation, security, and customer satisfaction, Novibet is dedicated to delivering a responsible and high-quality gaming experience.
Source: GMB
