Activation forms part of the brand’s multi-platform World Cup strategy, which includes sponsorship of official broadcasts on SBT and activations across approximately 130 bars throughout Brazil

Wednesday 17th June 2026: Esportes da Sorte, Brazil’s largest fully national sports betting platform, brought the voice and energy of Brazilian football fans to the giant screens of Times Square in New York on the evenings of Saturday 13 and Sunday 14 June. Displayed in two continuous five-minute slots in the heart of Manhattan, shortly after Brazil’s opening match of the 2026 World Cup, the activation invited passers-by at one of the world’s most famous intersections to join in singing the iconic chant: “I am Brazilian, with great pride and great love”, connecting supporters directly with the host nation of the tournament.

The high-impact visual campaign featured singer Léo Santana alongside a team of brand ambassadors and influencers, including Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who are providing digital coverage of the tournament directly from the United States.

The initiative placed Esportes Gaming Brasil — the group behind Esportes da Sorte, Lottu and Onabet — on one of the world’s most recognisable advertising stages during the opening weekend of the tournament. As millions of fans followed developments from the World Cup and New York celebrated the NBA championship, one of the city’s most iconic locations was illuminated in the group’s colours.

The activation forms part of a comprehensive multi-platform strategy developed by the holding company for the World Cup period, encompassing nationwide advertising campaigns, prominent presence across official broadcasts, live activations and real-time content production. The company is an official sponsor of the tournament broadcasts on SBT, with visibility across free-to-air television, the +SBT streaming platform, N Sports and digital channels.

Alongside this, the brand is leading activations across approximately 130 bars in key Brazilian cities including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza, delivering bespoke branding and integrated fan experiences in high-footfall venues. The strategy has been designed across multiple complementary touchpoints to ensure consistent visibility and strengthen connections with supporters wherever they gather to watch the action.

As Brazil’s largest 100% home-grown betting operator, Esportes da Sorte builds its brand around the passion of football fans and the moments that bring people together through a shared love of sport. More than a standalone campaign, its presence in New York was designed to create pride, connection and entertainment, bringing to life the group’s official brand positioning: “We dare you not to have fun.”

As part of its wider World Cup content ecosystem, Esportes da Sorte is also running two major national campaigns. “Cheer Like a Corinthian” explores the essence, loyalty and intensity of football fandom, while “Call-Up” combines entertainment and belief through a light-hearted and engaging narrative designed to resonate with bettors.

Platform pairs sportsbook simulations with a QualiBest survey on fan confidence and compares 2026 sentiment to Brazil’s 2002 campaign.

Superbet has launched “As Odds do Penta,” a data and research hub focused on Brazil’s 2026 World Cup outlook, using sportsbook-driven simulations and public opinion polling to compare the current cycle with the national team’s 2002 campaign. The initiative was announced in São Paulo in June 2026 and is hosted at termometrosuper.com.br.

According to Superbet, its sportsbook model runs predictive simulations and weighs performance metrics alongside qualitative inputs, including media coverage tone and fan engagement, to recreate historical probabilities and compare them to today’s market. “The odds in 2002 would certainly be as high as what we have now in 2026.. The scenario has several similarities: widespread distrust, a tense qualifying phase, and pressure from the press.”, said Guilherme Simantob, a statistician at Superbet.

Superbet also cited results from “Termômetro Super,” a survey commissioned from Instituto QualiBest and conducted June 4-6 with 824 internet users aged 40+ across Brazil. The company said 58% of respondents see a medium-to-high probability of a Brazil turnaround in 2026, and that 58% reported being optimistic or moderately confident based on historical parallels. The release also noted demographic splits, including higher uncertainty among women; a more negative view among Class A respondents compared to Class C; and a stronger “medium probability” view among respondents aged 61+ (44%) versus those aged 40-50 (33%).

On whether prior World Cup disappointments affect belief in a 2026 title, Superbet said 35% reported that pressure from previous defeats reduces confidence, while 22% said history shows Brazil performs strongly when expectations are low; 37% described themselves as moderately confident.

The company added that, based on its reconstruction, Brazil would have been priced at 8.50 in 2002 (which it equated to an 11% mathematical chance). For 2026, Superbet said Brazil’s title odds are around 9.50, and that the “mercado internacional” assigns the team about a 5% chance to win. Commentator Jorge Iggor, cited in the release, argued that entering without being the market favorite can reduce pressure: “Looking at the historical context and the odds themselves proves that not carrying the absolute favoritism for 2026 is a great advantage. Arriving without the weight of being the top team on the market relieves the pressure and makes the atmosphere much lighter. In 2002, the team also defied all predictions and clinical doubts about its main stars to lift the trophy.”

Superbet also highlighted what it called an experience edge in the current squad: “There is an unprecedented and favorable point for the current team. The players selected for the 2026 tournament have accumulated far more titles than the 2002 team at that time: 305 titles combined now, compared to 176 in 2002. This provides experience in big games that could be our unseen advantage.”, Simantob said. The company said the hub will update during the tournament, including additional “Termômetro” polling updates tracking changes in public confidence.