New Year’s Eve is one of the most significant moments of the year in Brazil, marked by intense travel flows, international tourism, and strong public participation. By supporting the festivities in four strategic destinations, Esportes da Sorte aligns its brand with tradition, culture, and shared experiences that resonate deeply within local communities.
“Sponsoring New Year’s Eve celebrations in four capitals reflects our commitment to being present at moments that bring people together,” said Marcela Campos, Vice President of Esportes Gaming Brasil Group, owner of the Esportes da Sorte brand.
“Supporting these cities means valuing their cultural identity, strengthening their local ecosystems, and celebrating the people who keep these traditions alive year after year.”
In the four capitals, the brand will activate its presence through immersive experiences, audience-focused initiatives, and the distribution of giveaways — a hallmark of Esportes da Sorte’s engagement strategy at major events. The activations are designed to enhance the festive atmosphere while reinforcing the brand’s connection to culture, entertainment, and responsible fun.
The New Year’s Eve sponsorships add to Esportes da Sorte’s broader cultural engagement strategy, which includes long-standing support for large-scale events such as Carnatal in Rio Grande do Norte — one of the main highlights of the state’s tourism and cultural calendar. Together, these initiatives reflect the company’s commitment to expanding its presence in cultural sponsorships nationwide.
Esportes da Sorte’s participation also follows a growing trend in Brazil’s regulated betting market, as operators increasingly diversify their sponsorship portfolios beyond football. Music, festivals, and cultural celebrations have become strategic platforms for brands seeking greater visibility, deeper community ties, and more sustainable audience engagement.
Source: GMB
