The Esportes Gaming Brasil activation aired in two five-minute slots after Brazil’s opening match, alongside a broader SBT sponsorship and bar program.

Esportes da Sorte aired a World Cup-themed activation on Times Square’s large-format screens in New York on 13 and 14 June 2026, following Brazil’s opening match of the tournament. The campaign ran in two continuous five-minute slots and prompted passers-by to sing the chant: “I am Brazilian, with great pride and great love”.

The Times Square creative featured singer Léo Santana and a group of brand ambassadors and influencers named by the company as Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who are producing tournament coverage from the US.

The activation was placed by Esportes Gaming Brasil, the holding group behind Esportes da Sorte, Lottu and Onabet. The company said the New York placement formed part of a wider multi-platform World Cup strategy spanning advertising, live activations and real-time content.

Esportes Gaming Brasil is an official sponsor of the tournament broadcasts on SBT, with planned visibility across free-to-air TV, the +SBT streaming platform, N Sports and digital channels. In Brazil, the group said it is also running activations across approximately 130 bars in cities including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza.

The company is also running two national campaigns during the World Cup period: “Cheer Like a Corinthian” and “Call-Up”.

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Groove said it has been granted a licence to operate in Brazil, expanding its regulated footprint in Latin America and adding to its existing infrastructure in Argentina.

The company positions the Brazil approval as a route for operator and supplier partners to enter the market via a single integration, with localisation features including local payment processing and marketing tools. The release did not specify the issuing regulator, licence type, or an effective date.

Rachel Tourgeman, Head of Partnerships at Groove, said: “The green light in Brazil is more than a license; it’s a key that unlocks a kingdom of opportunity for our partners. We’ve built a platform capable of not just entering, but driving in regulated markets.” She added: “Operators can now immediately tap into Brazil’s immense potential, while providers gain a trusted pipeline to a passionate new player base. This is a definitive moment that accelerates the entire LATAM iGaming ecosystem.”

Yahale Meltzer, Co-Founder and CEO of Groove, said: “Our vision has always been to build the bridges that connect great content with passionate players, wherever they are. Securing our Brazilian license and reinforcing our Argentine operations is a testament to our team’s relentless execution and our long-term commitment to LATAM.” He added: “We are not just following trends; we are actively architecting the future of iGaming in the region, providing a secure, scalable, and sophisticated platform for our partners to grow with us. The door to Latin America is now open, and Groove is the key.”

Groove also said its platform offers access to “over 20,000 games” from “over 150 games partners” and noted it has launched a new web domain at www.groovetech.com.

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