“Cheer Like a Corinthian”

 In a World Cup year, Corinthians’ master sponsor uses the unwavering loyalty of the club’s fanbase as an example.

Brazilians’ relationship with the national team and their passion for football take on a new perspective in a World Cup year.

Master sponsor of Corinthians, Esportes da Sorte reinforces the club supporters’ long-standing reputation for unconditional loyalty with the launch of the “Cheer Like a Corinthian” manifesto, a movement aimed at reconnecting Brazilian fans with the national team.

Created by Agência Brenda, the project seeks to redefine the term “to choke” (“amarelar” in Portuguese), transforming it into a call for unwavering belief and determination.

“The campaign draws inspiration from the symbolic strength of Corinthians fans and football’s power to emotionally unite the country.

The idea is to encourage Brazilian supporters to reconnect with the national team through values such as loyalty, presence, and unconditional support,” said Davi Oliveira, Sponsorships Head at Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand. Watch the video here.

The campaign debuted on Sunday (10), airing on TV Globo during programs such as Em Família, Eliana, and Fantástico. Simultaneously, the video was displayed on the giant screen at Neo Química Arena during the Corinthians 3–2 São Paulo derby, valid for the 15th round of the Brazilian Championship.

To bring the concept to life, players entered the pitch wearing shirts featuring the phrase “Cheer Like a Corinthian,” which was also displayed across the stadium’s LED boards.

Fans received handheld banners in the stands, while a giant flag bearing the campaign slogan was unveiled by supporters.

Directed by Lucca Meloni and Adriano Alarcon (Nocandy), the film’s visual identity uses symbolic elements to reinforce a sense of persistence.

Rain appears in unexpected settings, while the soundtrack, based on authentic fan chants — creates an immersive sensory atmosphere.

The production also featured real supporters, including historian Fernando Wanner and iconic Corinthians fan Wanda Vitorino, adding authenticity to the message.

“This campaign was developed with great responsibility because we were entering sacred territory. Hearing from legendary players like Marcelinho Carioca that we were on the right path was extremely important,” said Raphael Pinteiro, partner at Agência Brenda.

“Our intention was to inspire Corinthians fans through pride while making supporters of other clubs agree with the message: Brazil’s supporters need this spirit and determination,” added Bernardo Barbosa, also a partner at the agency behind the campaign.

“Convoque” campaign

Also inspired by the World Cup, Esportes da Sorte launched the “Convoque” campaign on Friday (8), using the brand’s iconic blue hat as a portal to a playful universe.

The film features celebrities such as Léo Santana, Jojo Todynho, and Marcelinho Carioca, transforming the user journey into a fun and immersive experience while always promoting responsible gaming.

 Esportes da Sorte

Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating entirely within the country and licensed by the Ministry of Finance (SPA/MF) under Esportes Gaming Brasil — the group that also owns the Onabet and Lottu brands.

The company belongs to a Great Place to Work-certified group and generates around 1,000 direct and indirect jobs. Its core pillars include innovation, responsible gaming, and support for market regulation.

Esportes da Sorte maintains strategic partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, strengthening practices related to oversight, gambling harm prevention, and user protection.

Beyond sports betting, the company consistently invests in sports, culture, and social initiatives. It serves as master sponsor of clubs including Corinthians, Ceará, Ferroviária, and Náutico, while also supporting major cultural events such as Galo da Madrugada, Carnival celebrations in Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, and São Paulo, as well as the Parintins Festival.

The brand also expands its digital presence through creative campaigns and influencer partnerships, strengthening engagement with audiences across online platforms.

After more than three decades opening and operating gaming markets across North America, Europe, Africa, and Asia, SCCG Management is formally entering Latin America. The firm announces today the launch of its dedicated LATAM division and the opening of a new office in Miami, Florida.

The Miami office will serve as the U.S. base for SCCG LATAM, with a regional headquarters in Caracas, Venezuela to follow within the coming months. The new operation joins SCCG’s existing Latin American presence in Mexico City and Florianópolis, Brazil, which have supported clients across the region for years.

A purpose-built division for an emerging region

SCCG LATAM is combining SCCG Management’s three decades of global gaming expertise with deep local operational knowledge of Latin American markets, regulatory regimes, and consumer dynamics.

“Latin America has been on our radar for years,” said Stephen A. Crystal, founder and CEO of SCCG Management. “We have spent the past several months in working sessions with partners who know the regulators, the operators, and the banking infrastructure from the inside LATAM. With the right people on the ground, this becomes a region we can scale into properly.”

The structure intentionally puts SCCG’s brand at the front. Latin American gaming has historically suffered from operators without international credibility and international consultants without local depth. SCCG LATAM is built to close that gap with the operational resolve of its Founder & CEO Stephen Crystal at the helm.

Why LATAM, why now

Three forces are converging in 2026 to make this the right moment.

First, regulatory maturity. Markets long held back by ambiguity are clarifying. Venezuela is reopening its gaming sector. Chile is finalizing its online gambling framework. Argentina’s provincial regulators are accepting new entrants. Peru and Colombia have established licensing regimes attractive to international capital.

Second, banking and payment infrastructure is improving. The OFAC General License 57 issued in April 2026 authorized U.S. financial institutions to provide services to four named Venezuelan state banks, materially reducing payment friction for operators considering the market.

Third, regional convergence. As LATAM operators look to expand across borders and international operators look to enter, the gap between strategy and execution is widening. SCCG LATAM bridges it.

What SCCG LATAM does

The new division provides end-to-end advisory across the Latin American gaming and iGaming sector. Services include market entry strategy, operator partnership facilitation, regulatory and government affairs, recapitalization and M&A advisory, and trade event organization.

Active focus markets include Venezuela, Chile, Argentina, Peru, and Colombia. SCCG continues to maintain its existing presence in Mexico and operates separately in Brazil where the language and regulatory specificity warrant a dedicated approach.