Esportes Gaming Brasil, the parent group behind licensed betting brands Esportes da Sorte, Onabet, and Lottu, has officially joined IAB Brasil (Interactive Advertising Bureau). The move signals a major commitment to high-standard digital advertising and transparent marketing practices within Brazil’s newly regulated iGaming landscape.

IAB Brasil is the country’s leading authority on digital advertising, bringing together agencies, media platforms, and advertisers to foster a sustainable and ethical ecosystem.

A Commitment to Transparency in a Regulated Market

As Brazil completes its first full regulatory cycle, the role of advertising has shifted from pure customer acquisition to a tool for consumer protection. By aligning with IAB Brasil, Esportes Gaming Brasil aims to ensure its marketing efforts prioritize player safety and educational communication.

Key aspects of this partnership include:

• Adherence to Best Practices: Implementation of the IAB Brasil “Digital Advertising Guide for Sports Betting,” released in August 2025.

• Consumer Education: Using advertising to help players identify licensed, monitored, and safe platforms.

• Ethical Marketing: Moving away from aggressive “get rich quick” narratives and focusing on high-energy, responsible entertainment.

Leadership Insights: Compliance as a Competitive Edge

The group’s leadership views this membership as a natural extension of their “Responsible Gaming” DNA, which already includes rigorous internal training and AI-driven player monitoring.

“IAB Brasil plays a fundamental role in shaping responsible digital communication,” said Hugo Baungartner, Executive Director of Institutional Relations and Strategic Partnerships at Esportes Gaming Brasil. “In a regulated environment, advertising is not just commercial—it is essential to help consumers identify which platforms are licensed and safe.”

Supporting Long-Term Industry Credibility

Participation in IAB Brasil also allows Esportes Gaming Brasil to contribute to broader industry policy discussions and knowledge-sharing. This strategy is designed to strengthen the long-term credibility of the Brazilian betting market, ensuring it remains a sustainable sector built on trust and operational integrity.

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Esportes da Sorte, one of Brazil’s leading online betting platforms, will be the official sponsor of New Year’s Eve celebrations in four Brazilian capitals: Salvador, Recife, Natal and Maceió. The initiative reinforces the brand’s growing presence in the national cultural calendar and its strategy to connect with large-scale public celebrations beyond the digital environment.

New Year’s Eve is one of Brazil’s most significant annual moments, marked by intense domestic travel, international tourism and mass public participation. By supporting celebrations in four key destinations, Esportes da Sorte aligns its brand with tradition, culture and shared experiences that resonate deeply with local communities.

“Sponsoring New Year’s Eve celebrations in four capitals reflects our commitment to being present in moments that bring people together,” said Marcela Campos, Vice President of the Esportes Gaming Brasil Group, owner of the Esportes da Sorte brand. “Supporting these cities means valuing their cultural identity, strengthening local ecosystems and celebrating the people who keep these traditions alive year after year.”

Across all four capitals, the brand will activate its presence through immersive experiences, public-facing activations and the distribution of branded giveaways — a hallmark of Esportes da Sorte’s engagement strategy at major events. The activations are designed to enhance the festive atmosphere while reinforcing the brand’s connection with culture, entertainment and responsible enjoyment.

The New Year’s Eve sponsorships build on Esportes da Sorte’s broader cultural engagement strategy, which includes long-standing support for large-scale events such as Carnatal, in Rio Grande do Norte — a key fixture in the state’s tourism and cultural calendar. Together, these initiatives reflect the company’s commitment to expanding its footprint in cultural sponsorships nationwide.

Esportes da Sorte’s participation also mirrors a wider trend within Brazil’s regulated betting market, as operators increasingly diversify their sponsorship portfolios beyond football. Music, festivals and cultural celebrations have become strategic platforms for brands seeking broader visibility, deeper community ties and more sustainable engagement with the public.

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