Esportes da Sorte, one of Brazil’s leading online betting platforms, will serve as the official sponsor of New Year’s Eve celebrations in four major Brazilian capitals: Salvador, Recife, Natal, and Maceió. The initiative reinforces the brand’s growing presence within Brazil’s cultural calendar and highlights its strategy of engaging with large-scale public celebrations beyond the digital space.
New Year’s Eve is one of the most significant moments of the year in Brazil, marked by intense domestic travel, international tourism, and widespread public participation. By supporting celebrations in four key destinations, Esportes da Sorte aligns its brand with tradition, culture, and shared experiences that resonate deeply within local communities.
“Sponsoring New Year’s celebrations in four capitals reflects our commitment to being present at moments that bring people together,” said Marcela Campos, Vice President of Esportes Gaming Brasil, 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, audience-focused initiatives, and the distribution of promotional gifts—a hallmark of Esportes da Sorte’s engagement strategy at major events. These activations are designed to enhance the festive atmosphere while reinforcing the brand’s connection to culture, entertainment, and responsible enjoyment.
The New Year sponsorships are part of a broader cultural engagement strategy that includes long-standing support for large-scale events such as Carnatal in Rio Grande do Norte, a key highlight of the state’s tourism and cultural calendar. Together, these initiatives underscore the company’s commitment to expanding its footprint in cultural sponsorships nationwide.
Esportes da Sorte’s involvement also reflects a growing trend within Brazil’s regulated betting market, where operators are increasingly diversifying their sponsorship portfolios beyond football. Music, festivals, and cultural celebrations have become strategic platforms for brands seeking enhanced visibility, deeper community ties, and more sustainable audience engagement.
