Esportes da Sorte highlights cultural partnerships and diversity in new campaigns
The brand deepens its connection to Brazilian culture with a new campaign and partnership.
Brazilian operator Esportes da Sorte is expanding its cultural presence across Brazil through two initiatives that merge entertainment and heritage.
The nationwide campaign “Olha a Diversão” (“Check out the Fun”) and its sponsorship of Homem da Meia-Noite (“The Midnight Man”), one of the Carnival blocks in Olinda.
The campaign, which premiered during prime-time TV, brings together music artists Kevinho, MC Daniel and Léo Santana to celebrate the country’s diversity.
The project turns a popular song into a message about balance, showing that fun should come with responsibility.
Darwin Filho, CEO of Grupo Esportes Gaming Brasil, said: “Esportes da Sorte was created with the purpose of celebrating what Brazilians have best: their joy and passion for gaming. We believe that true fun only happens with responsibility, transparency and awareness.”
The campaign extends into digital and social media, connecting with audiences nationwide through content creators and cultural collaborations.
According to Marcela Campos, vice-president of the Group, “Esportes da Sorte aims to occupy a unique space in people’s minds and hearts. When someone thinks of a betting site, we want them to think of us because we combine credibility, entertainment and responsibility.”
At the same time, the company announced its sponsorship of Homem da Meia-Noite, strengthening its ties with traditional folklore in the country.
“It’s important for EGB to be present at this cultural event,” said Heitor Pina, the group’s sponsorship coordinator. “We need to use our brand as a platform to give visibility to this culture, bringing Carnival and its energy to Brazil and the world.”
Through these two projects, Esportes da Sorte signals a cultural strategy.
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