Esportes da Sorte expands cultural presence in Brazil

Esportes da Sorte was present at Carnatal 2025, one of Brazil’s largest off-season Carnival celebrations, reinforcing its strategy of associating the brand with major cultural events across the country. 

The activation marked a continuation of the operator’s relationship with Rio Grande do Norte, where the event has become a central fixture in the state’s cultural and tourism calendar.

Held annually, Carnatal attracts hundreds of thousands of attendees and plays a significant role in the local economy, driving hotel occupancy, temporary employment and visitor spending. 

By returning to the event, Esportes da Sorte positioned itself alongside an established cultural tradition that blends music, street parades and mass participation, elements that have long defined the celebration’s national relevance.

According to the group, the presence at Carnatal was framed not as a one-off activation but as part of a broader effort to maintain continuity with audiences in key regional markets. 

The operator highlighted the importance of recognizing cultural expressions that contribute to collective identity, particularly events that mobilize large crowds and sustain local creative industries.

“Our presence reinforces our commitment to walking alongside those who transform the festival into a tradition,” stated the operator on its social media. 

Carnatal’s format, centred around trio elétrico performances and multi-day street parades, has helped solidify its reputation as one of Brazil’s most recognisable Carnival-style events outside the traditional February calendar. 

Esportes da Sorte’s participation aligns with a wider movement among betting operators in Brazil to diversify their sponsorship portfolios beyond football, exploring music, festivals and cultural initiatives as alternative engagement channels.

David Thompson

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