The brand transforms its iconic blue hat into a storytelling asset, bringing together creators, music and football in a multiplatform campaign for the tournament
Esportes da Sorte has launched its new “Convoque” campaign, created to strengthen the brand’s connection with the World Cup universe through a language that blends entertainment, pop culture and football. The campaign transforms the platform’s already iconic blue hat into the central element of the narrative, acting as a “portal” between everyday life and a playful universe inspired by the brand experience.
The campaign represents a strategic move by Esportes da Sorte to reinforce its presence within the sports betting landscape during the World Cup, while maintaining the entertainment-driven identity that defines the platform’s communication style. The main film features the symbolic blue hat alongside well-known personalities from music, digital culture and sports, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.
As part of the storyline continuation, a sequel to the campaign will be released at the end of May. In the new chapter, an ordinary character leaves a street football match and discovers the glowing blue hat. Once wearing it, he is transported into a surreal football match set in an environment that combines references to football, casino games and digital culture. The production uses humour, exaggerated visual effects and fantasy elements to create a brand experience connected to gaming and responsible entertainment.
“The campaign reinforces our strategy for the World Cup: to expand the brand’s presence within the sports universe without losing the fun and entertainment DNA already recognised by the public. The blue hat is no longer just a visual element — it becomes a storytelling asset capable of connecting different parts of the brand experience,” said Marcela Campos, vice president of Esportes Gaming Brasil, owner of the Esportes da Sorte, Onabet and Lottu brands.
Created by agency Brenda and produced by Nocandy, the campaign adopts a multiplatform strategy with presence across television, OOH, YouTube and social media, alongside additional activations planned throughout the tournament. The initiative reflects the growing competition among brands seeking audience attention during the world’s biggest sporting event.
The official campaign video is now available on YouTube.
In addition to its strong investment in creators and entertainment, the film concludes with responsible gaming messages, reinforcing the group’s institutional positioning around player protection and responsible communication within the regulated market.
