Major gaming holding company Esportes Gaming Brasil has completed a historic marketing campaign on the global stage.
The brand brought the energy of Brazilian football fans to the giant digital screens of Times Square in New York City on the evenings of Saturday June 13 and Sunday June 14.
Prominently Display On Time Square
Displayed across two continuous five minute media slots in the heart of Manhattan, the activation occurred shortly after Brazil’s opening match of the 2026 World Cup. The campaign invited passersby at the famous intersection to sing the iconic fan chant: “I am Brazilian, with great pride and great love,” connecting supporters directly with the tournament.
The visual campaign featured star singer Léo Santana alongside a prominent roster of brand ambassadors and digital influencers. The traveling team includes Carlinhos Maia, Bruno Formiga, Luisinho Freitas, and Raul Erlich, who are providing real time multi platform tournament coverage directly from the United States.
The initiative placed the parent group, which operates Esportes da Sorte, Lottu, and Onabet, on a world famous advertising stage during opening week. As millions of sports fans followed the football updates and New York celebrated the NBA championship, the intersection was illuminated in the corporate colors of the operator.
Part of Something Bigger
The campaign forms part of a wider strategy developed by the company for the World Cup. This roadmap encompasses nationwide advertising, presence across official broadcasts, live activations, and real time content production. The company operates as an official sponsor of the tournament broadcasts on SBT, gaining heavy visibility across free to air television, the +SBT streaming platform, N Sports, and alternative digital channels.
Concurrently, the brand is managing live activations across approximately 130 high footfall bars in key Brazilian cities. These fan experience hubs span São Paulo, Recife, Salvador, Belo Horizonte, and Fortaleza. As a 100% homegrown betting operator, the brand builds its presence around the pure passion of local football fans. Rather than a standalone campaign, the New York event brings to life the official brand positioning:
“We dare you not to have fun.” This ecosystem is rounded out by two national campaigns titled “Cheer Like a Corinthian” and “Call-Up,” which combine entertainment and lighthearted narratives to engage bettors.
