Leading Brazilian operator Esportes da Sorte has officially unveiled its “Convoque” (Summon) campaign, a multi-platform initiative designed to blend football, pop culture, and high-level entertainment ahead of the 2026 World Cup.
The strategy centers on the brand’s iconic blue hat, transforming it from a simple promotional item into a magical “portal” that connects the mundane world with a fantasy universe dedicated to gaming and sport.
A Star-Studded Storytelling Experience
The campaign’s debut film features an impressive lineup of Brazilian cultural icons, including musicians Léo Santana and Jojo Todynho, alongside sports personalities like Marcelinho Carioca and digital creators such as Cerol. By bringing together these diverse voices, Esportes da Sorte aims to solidify its position as the entertainment-first choice for sports bettors during the year’s biggest sporting event.
At the end of May, a sequel will follow a street football player who discovers the glowing blue hat and is transported into a match “beyond reality.” This environment merges the aesthetics of a casino floor with a digital football arena.
Marcela Campos, Vice President of Esportes Gaming Brasil, explained the narrative shift:
“The campaign reinforces our strategy for the World Cup: to expand the brand’s presence within the sports space without losing the DNA of fun and entertainment already recognised by the public. The blue hat stops being just a visual element and becomes a narrative asset capable of connecting different parts of the brand experience.”
Multiplatform Reach and Responsibility
Developed by the agency Brenda and produced by Nocandy, the Convoque campaign utilizes TV, YouTube, social media, and Out-of-Home (OOH) advertising. Despite the exaggerated visuals and humor, the group remains committed to institutional integrity.
Every film concludes with Responsible Gaming messaging, ensuring that the drive for market attention is balanced with player protection and regulated communication standards.
