The brand transforms its iconic blue hat into a narrative asset, bringing together creators, music and football in a multiplatform film ahead of the tournament

Esportes da Sorte has launched “Convoque,” a campaign designed to strengthen the brand’s connection to the World Cup through a language that blends entertainment, pop culture and football.

The campaign transforms the platform’s already recognisable blue hat into a central narrative element, using it as a “portal” between everyday life and a playful universe inspired by the brand experience.

The move marks a strategic effort by Esportes da Sorte to consolidate its presence in the sports betting space during the tournament while maintaining the entertainment identity that has defined its communications.

The lead film features the iconic blue hat alongside influencers and personalities from music, digital culture and sport, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.

The campaign

A sequel to the first film is set to launch at the end of May. In the narrative, an ordinary character leaves a street football match and finds the blue hat glowing on the ground.

When he puts it on, he is transported to a match “outside of reality,” in an environment that combines references from football, casino and digital culture.

The script uses humour, visual exaggeration and fantasy elements to build a brand journey connected to the world of gaming and responsible entertainment.

“The campaign reinforces our strategy for the World Cup: expanding the brand’s presence in the sports territory without losing the fun and entertainment DNA already recognised by our audience,” said Marcela Campos, vice president of Grupo Esportes Gaming Brasil, which owns the Esportes da Sorte, Onabet and Lottu brands.

“The blue hat moves beyond being a visual element and becomes a narrative asset that connects different universes of the brand experience.”

Created by agency Brenda and produced by Nocandy, the campaign takes a multiplatform approach, with distribution across TV, out-of-home, YouTube and social media, as well as activations planned throughout the tournament.

The strategy reflects the intensifying competition for attention among brands in the sector during the most significant sporting event in the global calendar.

The film closes with responsible gambling messaging, aligning the campaign with the group’s institutional positioning around user protection practices and responsible communication in the regulated market.

Esportes da Sorte

Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating under a licence granted by the Ministry of Finance to Esportes Gaming Brasil, the group that also owns the Onabet and Lottu brands.

The company is certified as a Great Place to Work and generates around one thousand direct and indirect jobs. It holds strategic partnerships with institutions including ANJL, IBIA, Sportradar, EBAC and IAA. Beyond sports betting, the group sponsors clubs including Corinthians, Ceará, Ferroviária and Náutico, and supports cultural initiatives including the Galo da Madrugada and carnival celebrations across multiple Brazilian cities.

Canada’s fragmented provincial gambling system will face its biggest stress test during the 2026 FIFA World Cup, according to new research published by CasinoCanada.com, which finds stark disparities in how players across the country will be able to engage with the tournament.

The analysis draws on provincial regulatory reporting, iGaming Ontario’s annual figures and data from Blask’s 2025 iGaming Landscape Report to examine whether Canada’s betting infrastructure is ready for a tournament it is co-hosting.

The research highlights a sharp divide between Ontario and the rest of Canada. Ontario’s open, competitive market – home to nearly 50 licensed operators – has achieved a channelisation rate of 83.7%, meaning more than four in five Ontario bettors are choosing regulated platforms over unregulated alternatives.

Outside the province, the picture is notably different, with Saskatchewan carrying an estimated offshore leakage rate of 93%, Alberta and Manitoba sitting at 88%, and British Columbia – where a provincial platform has operated for years – retaining only around 49% of its online market.

CasinoCanada’s report also identifies a significant timing problem with Alberta’s competitive market. The AGLC’s registration deadline for operators falls on 13 July 2026, after the World Cup reaches the quarter-final stage. With Alberta’s significant offshore leakage rate, the analysis warns the province is likely to see record betting volumes flow through unregulated channels during the peak of the tournament.

Canada’s co-hosting status is expected to amplify betting appetite considerably. Data from the 2022 FIFA World Cup showed that 99% of bets placed on BCLC’s PlayNow platform backed Canada to advance from the group stage. With Canada co-hosting in 2026 and playing all three group-stage games on home soil, that appetite is expected to be significantly higher – arriving into a regulatory infrastructure that, outside Ontario, is not built to absorb it.

Eugene Ravdin, Head of PR for CasinoCanada, said: “The 2026 World Cup is not just a commercial opportunity for the Canadian market – it’s a live stress test for how the country regulates gambling. Ontario has built something that works, and the numbers show it. However, for most Canadians outside that market, the tournament is going to arrive at a system that was never designed for this level of demand.

“The offshore leakage figures are not abstract. They represent real bettors choosing unregulated platforms because the regulated alternative isn’t competitive enough. The World Cup will make that gap very visible, very quickly.”