Esportes da Sorte will be an official sponsor of São João festivities in twelve Brazilian cities throughout 2026, expanding its connection strategy with audiences through cultural events of great national relevance.
The initiative strengthens the brand’s presence in the Northeast region, particularly during the month of June, with activations planned in Recife (PE), Maracanaú (CE), Patos, Santa Luzia and Sousa (PB), Salvador (BA), Natal, Caicó and Mossoró (RN), Santana do Ipanema and Maceió (AL), and Belo Horizonte (MG). The initiative reinforces the positioning of the Esportes Gaming Brasil Group — owner of the Esportes da Sorte brand — as a supporter of cultural events in Brazil, with a presence in entertainment, regional identity and institutional strengthening.
In each city, activities were designed in a tailored manner, respecting local characteristics and dynamics. The brand’s presence includes official sponsorships, activations in hospitality areas and events, interactive experiences, merchandise distribution, engagement initiatives and activations focused on enhancing the experience of attendees throughout the celebrations. The move continues a strategy already established by the company at major Brazilian cultural events.
In 2025, the group sponsored June festivals in 27 cities across the Northeast and Southeast regions. In the 2026 Carnival season alone, it expanded its support to celebrations in seven capitals, including Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal and Maceió, in addition to events in Olinda and Caicó.
According to Marcela Campos, Vice President of the Esportes Gaming Brasil Group, the company’s presence at São João festivals reinforces an ongoing strategy of cultural appreciation and regional development.
Marcela Campos, Vice President of the Esportes Gaming Brasil Group, said:
Supporting Brazilian popular celebrations and social impact initiatives is part of our mission and goes beyond one-off actions. Our presence at São João reflects an ongoing commitment to promoting culture, strengthening the local economy and supporting initiatives that preserve the identity of each region.
In addition to brand visibility, the planning for the June festival period was structured with a focus on experience, engagement and socioeconomic impact in the sponsored cities. The strategy takes into account tourists, temporary workers, local merchants and residents directly involved in the festivities
