In total, there are 25 festivals promoted by city governments and another six held by private organizers, spread across the states of Bahia, Pernambuco, Paraíba, Rio Grande do Norte, Ceará and São Paulo. The celebrations are expected to bring together more than 7.6 million people throughout the month of June.
The contribution to the June festivities is in line with the “I doubt you won’t have fun” positioning, in addition to reinforcing the brand’s presence in one of the most important periods for the national cultural economy — which, according to the Ministry of Tourism, generated around R$2 billion (US$363m) in 2024.
Much more than the exhibition, Esportes da Sorte is betting on memorable experiences. All events will feature scenography by the artist from Pernambuco Perron Ramon, who portrays the power of woodcuts and armorial aesthetics in his pieces, directly dialoguing with the Northeastern imaginary.
Among the activations, the highlight is Vila Junina, a themed space that mixes traditional elements with interactive experiences. Pescaria da Sorte, Barraca do Beijo and Argola da Sorte recall the classic games of the festival. In addition, the events will feature settings such as the Igrejinha, Sala de Reboco and Sanfona Gigante, designed to provide unforgettable moments and Instagrammable photos.
Itinerant trios and promotional teams complete the activations, with the distribution of cangaceiro hats, neck scarves, personalized cups and other personalized gifts.
“We are a Northeastern brand from birth and we understand that São João is not just about entertainment, it is about generating income, promoting tourism and, above all, cultural pride. The investment reinforces our commitment to regionalities and strengthening Brazilian popular culture,” highlights Sofia Aldin, CMO of Esportes Gaming Brasil, the group that maintains the brand.
To increase the visibility of the project, the brand is betting on active coverage on social media, with more than 20 local influencers and national guests, who will show the experiences in real time. In parallel, the campaign is being run on open and regional TVs, radios, OOH on the main highways leading to the host cities and programmatic media in display and video throughout the month of June.
Esportes da Sorte
Esportes da Sorte is one of the main betting platforms in Brazil, with 100% national operations and an official license granted by the Ministry of Finance, through SPA/MF, to the Esportes Gaming Brasil group — which also owns Onabet.
A reference in innovation and an active defender of sector regulation, the company stands out for its commitment to responsible gaming, continually investing in control and user support tools, promoting a safe and balanced experience.
With hundreds of jobs created and a strong institutional presence, Esportes da Sorte goes beyond betting: it supports sports and cultural initiatives throughout the country. It sponsors traditional clubs such as Corinthians, Ceará, Ferroviária and Náutico, and is present at major events, such as Galo da Madrugada, Carnaval do Recife, Carnaval de Olinda and the Festival de Parintins.
Source: GMB
