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.