Bruno Reis, Mayor of Salvador, Darwin Filho, CEO of Lucky Sports, Léo Santana. Credit: Elias Dantas/Disclosure
Bruno Reis, Mayor of Salvador, Darwin Filho, CEO of Lucky Sports, Léo Santana. Credit: Elias Dantas/Disclosure
For Darwin Filho, CEO of Esportes Gaming Brasil, the group that maintains the Esportes da Sorte brand, the agreement represents a long-term commitment to the city, uniting culture, entertainment, and social impact.
"More than just a sponsorship, we see this partnership as an opportunity to contribute to the tradition and joy of Salvador. We want to provide unique experiences for revelers, support local culture, and celebrate moments that make history," said the executive.
This will be the company's first official sponsorship of Salvador's Carnival. The brand, however, already has a history of supporting traditional street parties, such as Ivete Sangalo, Bell Marques, and Filhos de Gandhi.
The agreement also includes events such as Christmas, the City Festival, the Spring Festival, and Salvador Capital Afro, with initiatives also focused on long-term social actions.
"Last year, we tried to establish a partnership, and now we're going to make it happen. Esportes da Sorte is joining us as one of the official sponsors of our entire annual program. The highlight is Carnival, the largest street event on the planet, but for many other events that the City Hall will host, we'll be delighted to have this brand by our side, a valuable addition," said Mayor Bruno Reis.
The new partnership is part of a national strategy for the brand, which also sponsors ‘Galo da Madrugada’, the Recife and Olinda Carnivals, and the Parintins Festival, in addition to supporting soccer clubs in various states.
"Adding Salvador to this portfolio is a fundamental step in consolidating our presence in events that reflect Brazil's identity and diversity. For us, it is an honor to support traditions that unite millions of people and reinforce our commitment to investing in the culture, joy, and strength of the Brazilian people," said Marcela Campos, vice president of Grupo Esportes Gaming Brasil.
The signing ceremony was held at the Palacete Tira-Chapéu, in Salvador's Historic Center, with singer Léo Santana, brand ambassador and a prominent figure in the city's Carnival, in attendance.
"I'm honored by the partnership with Esportes da Sorte, to have been invited to make this announcement today as their brand ambassador. I want to continue forever. This renewal truly makes me feel at home," said the artist.
Numbers of revelry and culture
According to Saltur, the 2025 Carnival featured more than 700 attractions on official circuits and 600 performances on themed stages and in neighborhoods. Over six days of festivities, more than 250,000 jobs were created and approximately R$1.8 billion (US$336m) was generated.
The Virada Salvador Festival has attracted up to 2 million people in previous editions and generated R$500 million (US$94m); in 2025, it recorded an audience of 300,000 in a single night.
Other events also boost the economy and tourism of the Bahian capital: the City Festival mobilizes approximately 1.5 million people in over 100 attractions; the Spring Festival brings together approximately 500,000 participants; and Salvador Capital Afro, focused on promoting Black identity, generates opportunities for hundreds of local entrepreneurs and artists.
Esportes da Sorte
Esportes da Sorte is one of Brazil's leading sports betting platforms, operating 100% nationwide and licensed by the Ministry of Finance (SPA/MF) to Esportes Gaming Brasil – the group that also owns the OnaBet and Lottu brands.
A member of a Great Place to Work-certified group, Esportes da Sorte is built on innovation, a commitment to responsible gaming, and support for industry regulation. It maintains partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, reinforcing best practices in control, gambling addiction prevention, and user protection.
Besides betting, the brand invests heavily in sports, culture, and social projects. It is a master sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports nationally significant events such as Galo da Madrugada, the Recife and Olinda Carnivals, and the Parintins Festival.
The company also invests in creative campaigns and partnerships with influencers, expanding its digital presence and connection with the public.
Source: GMB
