Company strengthens its commitment to Brazilian popular culture with one of the industry’s largest Carnival activations
Leading Brazilian iGaming company Esportes da Sorte will deliver one of the sector’s most extensive Carnival activations in 2026, securing official presence across some of Brazil’s most iconic and celebrated festivities.
The brand will serve as official sponsor in seven Brazilian state capitals —Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal and Maceió— while also maintaining a strong presence in Olinda, a city of significant cultural importance. The nationwide project will further include special activations in Caicó (RN), a key production hub for the company’s promotional materials.
The initiative reflects Esportes da Sorte’s ongoing investment in Brazilian popular culture, built over several years across multiple regions. In 2026, this positioning takes shape through a structured national project embracing the full diversity of Carnival formats —from traditional street blocos to electric trios and large urban stages— with city-specific visual identities and activations tailored to respect local symbols, aesthetics and narratives.
Darwin Filho, CEO of Esportes Gaming Brasil, stated:
“Carnival is part of Brazil’s cultural identity and also part of Esportes da Sorte’s journey. Being present at the country’s main Carnival celebrations is a strategic decision that reinforces our long-term commitment to popular culture, to the cities, and to the people who live this celebration in the streets.”
Marcela Campos, Vice President of Esportes Gaming Brasil, added:
“Our Carnival project was designed city by city, respecting the particularities and culture of each sponsored location. The goal is to ensure authentic presence and unique experiences for attendees, integrating the brand organically into each celebration’s dynamic. Whether in blocos, electric trios or major urban hubs, we aim to consolidate our position as the brand that strengthens the connection between culture and entertainment.”
Beyond on-site presence, Esportes da Sorte’s Carnival 2026 strategy includes an integrated media and communications approach, with campaigns across television, radio, out-of-home advertising and a nationwide press operation before, during and after the festivities to ensure high-quality coverage and generate organic content.
The project also encompasses content initiatives and collaborations with creators and influencers across different regions, expanding organic reach while capturing behind-the-scenes moments and authentic Carnival experiences.
In 2025, the brand was present in more than 100 blocos and street celebrations nationwide. For 2026, Esportes da Sorte takes a further step forward, consolidating a truly national project and reinforcing its leading role in Brazil’s largest popular celebration.
