Leading iGaming powerhouse Esportes da Sorte has announced its most ambitious cultural project to date, securing official sponsorship rights for the most iconic Brazil Carnival 2026 celebrations across the nation.
In a strategic move to cement its leadership in Brazilian entertainment, the brand will be the official face of festivities in seven state capitals: Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal, and Maceió. Additionally, the company will maintain a dominant presence in the historic city of Olinda and establish promotional hubs in Caicó.
A Strategy Rooted in Cultural Diversity
Unlike generic marketing campaigns, Esportes da Sorte’s 2026 Brazil Carnival initiative is a “structured national project” that adapts its visual identity and activations to the specific cultural narratives of each city. The brand will be integrated into a variety of formats, from massive street blocos to the high-energy electric trios of Salvador.
Darwin Filho, CEO of Esportes Gaming Brasil:
“Carnival is part of Brazil’s cultural identity and also part of Esportes da Sorte’s journey. Being present at the country’s main Carnival celebrations is a strategic choice that reinforces our long-term commitment to popular culture, to the cities, and to the people who live this festival in the streets.”
Integrated Media and Global Reach
The on-the-ground activations are bolstered by a 360-degree media strategy spanning TV, radio, and extensive out-of-home (OOH) placements. The brand is also leveraging a nationwide PR operation and influencer network to capture organic behind-the-scenes content.
Marcela Campos, Vice President of Esportes Gaming Brasil, emphasized the localized approach:
“Our Carnival project was designed city by city, respecting the unique characteristics and culture of each sponsored location. The idea is to ensure a real presence and unique experiences for Carnival-goers, integrating the brand organically into the rhythm of each celebration.”
Following a successful 2025 where the brand appeared in over 100 blocos, Esportes da Sorte is now taking its presence to an unprecedented level, proving that in Brazil, the intersection of culture and entertainment is the ultimate jackpot.
