Leading Brazilian iGaming operator Esportes da Sorte has officially kicked off its national campaign for Carnival 2026, positioning the brand as a major investor in the country’s most iconic cultural celebration.
Anchored by the tagline “Summon the Fun” (“Invoque a Diversão”), the campaign will run throughout February, blending mass media reach with on-the-ground engagement in Brazil’s biggest party hubs.
Investing in Culture, Not Just Betting
Developed in collaboration with the Brenda and Avesso agencies, the campaign goes beyond traditional product advertising. It seeks to integrate the brand into the “street experience” of the reveller, treating Carnival as a territory of identity and encounter rather than just a backdrop for betting.
Marcela Campos, Vice President of the Esportes Gaming Brasil Group, highlighted the strategic shift:
“Carnival is a central part of Brazilian culture and one of the most powerful expressions of our diversity. More than just talking about fun, Esportes da Sorte positions itself as an investor in popular culture, plurality and the experiences that make Carnival happen on the streets. We go beyond the platform: we seek to deliver an experience for the customer and contribute to the reveller’s experience, connecting brand, culture and entertainment in a genuine way.”
A Multi-Platform Takeover
The media strategy prioritizes historical Carnival capitals, with a heavy presence in Recife, Olinda, and Salvador, alongside strategic activations in Rio de Janeiro, São Paulo, Natal, Maceió, and Belo Horizonte. By combining broadcast TV, radio, and Out-of-Home (OOH) displays, the brand aims to accompany the public from the living room to the sambadrome.
Raphael Pinteiro, partner at the Brenda agency, explained the creative vision behind Carnival 2026:
“The Esportes da Sorte campaign dives headfirst into this celebration where everything blends together: reality and fantasy, people from all corners of the world, colors, music, and endless movement. The proprietary illustrations reinforce the diversity of Brazil… creating a vibrant, popular, and unique identity within the segment.”
