for early access to the latest igaming videos!
and get the latest igaming news first!
Esportes da Sorte will participate in what promises to be one of the most extensive cultural activations ever undertaken by a betting company during Brazil’s Carnival 2026 celebrations. The company confirmed not only its position as a sponsor for seven state capitals: Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal, and Maceió, but also sought to leave a remarkable footprint in the city of Olinda, considered for its extensive cultural significance. Additionally, the national plan will involve special events in Caicó (RN), which is known for being the production center of most of the company’s promotional materials.
This project is a symbol of the continued investment that Esportes da Sorte has maintained throughout the years within Brazilian popular culture through its involvement in festivals and celebrations across various cities and states. In 2026, this strategy will take a new format as a national plan that seeks to encompass and embody the diversity of Carnival presentations, from classical block parties to electronic trios and city stages, with specific visual identity and activations adapted to each city and its symbols.
“Carnival is part of Brazil’s identity and also part of Esportes da Sorte’s history. Participating in the main Carnivals in Brazil is a strategic choice and demonstrates our commitment to popular culture, to cities, and to the people who live this celebration in the streets of Brazil”, said Darwin Filho, CEO of Esportes Gaming Brasil.
“Our Carnival plan was developed with attention to detail city by city, taking into account the particularities and culture of each city that was being sponsored. The idea is to have real presence and offer unique experiences, integrating our brand organically amid the dynamics of each party, be it on street blocks, electric trios, or greater urban centers. We want to consolidate ourselves as a brand that strengthens the relationship between culture and entertainment”, said Marcela Campos, Vice President of Esportes Gaming Brasil.
Integrated Media, Content, and Influencer Strategy
Apart from the attendance at the events by its physical presence, the Carnival strategy for the company includes a media and relationships strategy that incorporates activities such as TV, radio ads, out-of-home media, and its nationwide press office before, during, and after the Carnival events. The focus is on qualified media and the creation of organic content.
There are also content initiatives and partnerships with content creators and influencers, which extend organic reach in various cities, along with getting to experience aspects of Carnival.
In 2025, the brand has already participated in over 100 street blocks and parties across Brazil. For 2026, Esportes da Sorte is aiming to take the brand to another level, reinforcing a truly national project and its preeminence in Brazil’s largest popular celebration.
About Esportes da Sorte
Esportes da Sorte is a well-known sports betting site in Brazil, which operates entirely within Brazil with a license from the Ministry of Finance’s SPA/MF department, which licenses Esportes Gaming Brasil, a company that operates several gambling brands, including OnaBet and Lottu.
The company is part of a group qualified as a Great Place to Work, which brings in about one thousand direct and indirect jobs. Its key pillars consist of innovation, responsible gaming, and sector regulation support. Esportes da Sorte has strengthened strategic partnerships with prominent entities such as ANJL, IBIA, Sportradar, EBAC, IAA, which assist with better control practices, preventing gambling addiction, and supporting users.
Besides sports betting, the company is always investing in sports, culture, and social activities. It is a master sponsor of football clubs like Corinthians, Ceará, Ferroviária, and Náutico, as well as large cultural events such as Galo da Madrugada, Carnival in Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, São Paulo, and Parintins Festival. The brand continually grows its digital footprint via creative advertising campaigns, further relating to consumers through digital media.
Source: BNL Data
