Esportes da Sorte Brings the Voice of Brazilian Fans to Times Square
17 June 2026 – Esportes da Sorte, Brazil’s largest fully national sports betting platform, showcased the spirit of Brazilian football in the heart of New York City during the opening weekend of the 2026 World Cup.
On the evenings of 13 and 14 June, the brand appeared on giant digital screens in Times Square, with two uninterrupted five-minute displays shown shortly after Brazil’s opening match of the tournament. The activation encouraged visitors at one of the world’s most recognised landmarks to join in singing the famous chant, “I am Brazilian, with great pride and great love”, creating a direct connection between supporters and the tournament’s host nation.
The campaign featured singer Léo Santana alongside brand ambassadors and influencers Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who have been producing digital content and tournament coverage from across the United States.
The initiative placed Esportes Gaming Brasil — the parent company of Esportes da Sorte, Lottu and Onabet — on one of the most prominent advertising platforms in the world during the World Cup’s opening weekend. While football fans followed the early stages of the tournament and New York celebrated the NBA championship, Times Square was illuminated with the group’s branding.
The activation forms part of a broader multi-platform World Cup strategy developed by the holding company. The campaign includes nationwide advertising, visibility during official tournament broadcasts, live activations and real-time content creation. Esportes da Sorte is an official sponsor of the World Cup broadcasts on SBT, securing exposure across free-to-air television, the +SBT streaming service, N Sports and digital media channels.
Read more Six of the best: Wessel Nijman adds another Players Championship crown to his 2026 haul
In Brazil, the company is also delivering activations in approximately 130 bars located in major cities including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza. These venues feature customised branding and integrated fan experiences designed to engage supporters gathering to watch tournament matches. The strategy has been built around multiple touchpoints to maintain visibility and strengthen fan engagement throughout the competition.
As Brazil’s largest 100% home-grown betting operator, Esportes da Sorte centres its brand around football culture and the shared experiences that unite supporters. The Times Square activation was created to celebrate pride, entertainment and connection while reinforcing the company’s brand message: “We dare you not to have fun.”
As part of its World Cup content programme, Esportes da Sorte is also running two nationwide campaigns. “Cheer Like a Corinthian” highlights the loyalty, passion and identity of football supporters, while “Call-Up” combines entertainment and belief through a light-hearted narrative designed to connect with bettors.
Read more ‘100% a red card’: Lionel Messi’s entire World Cup changed on lucky ref decision for Argentina
Comments