Brazil: Superbet showcases brand activations at São Paulo’s The Town festival

Superbet, the official betting partner of The Town festival in São Paulo, introduced branded activations designed to connect with festival-goers through immersive experiences. 

The event, which is considered one of Brazil’s most prominent music and cultural festivals, returned this year with a line-up that included global acts such as Green Day, Iggy Pop, Katy Perry and the Backstreet Boys. Gaming America was in attendance to witness Superbet’s array of marketing.

The betting operator’s activities included a “Super Karaoke” stage, where attendees could perform in front of a live audience under the brand’s signature red lighting, the quote “Every day could be a super day” and get prizes.

Another activation featured a giant amusement ride carrying the Superbet logo.

The Town attracts hundreds of thousands of attendees from all over the world over several days. For Superbet, the festival represents an opportunity to reach audiences in a cultural context that extends the traditional sports sponsorships for which the company is mostly known.

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This campaign is part of Superbet’s brand strategy in Brazil, which has already included initiatives such as repurposing São Paulo FC banners into sleeping bags for the homeless and having a master sponsorship agreement with Fluminense FC.

The partnership, which involves brand placement on the club’s main shirt, is part of the company’s pillar of having a strong presence in Brazil’s sports industry.

Alex Rivera

Writer

My goal is to explain how gaming, esports, and betting intersect in ways that readers can actually understand, without stripping away the entertainment that makes the space compelling.

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