Esportes da Sorte rolled out two connected projects this month. The operator launched “Olha a Diversão” during prime-time TV slots. And it’s sponsoring Homem da Meia-Noite, a traditional Carnival block in Olinda.
Darwin Filho runs the show as CEO of Grupo Esportes Gaming Brasil. Marcela Campos serves as vice-president. Heitor Pina coordinates the sponsorship work.
The campaign stars three Brazilian music artists. Kevinho, MC Daniel, and Léo Santana appear in the TV spots together.
Why This Campaign Targets Cultural Connection
The operator wants to own a specific space in people’s minds. “When someone thinks of a betting site, we want them to think of us,” Campos said. The company’s betting on credibility mixed with entertainment.
Brazil’s betting market keeps growing. Cultural partnerships help operators stand out from competitors. Esportes da Sorte is trying to link its brand with Brazilian identity rather than just sports.
The timing matters too. Carnival season approaches, and the Homem da Meia-Noite sponsorship puts the brand directly into one of Brazil’s biggest cultural moments.
What the Campaign Actually Delivers
“Olha a Diversão” turned a popular song into a responsibility message. The TV spot celebrates diversity across Brazil’s regions. But it also pushes the idea that fun needs balance.
“We believe that true fun only happens with responsibility, transparency and awareness,” Filho told reporters. The campaign runs across digital and social media too, not just TV.
The Homem da Meia-Noite sponsorship is different. It’s about folklore and tradition. “We need to use our brand as a platform to give visibility to this culture,” Pina explained. The block is one of Olinda’s most recognised Carnival groups.
Content creators are spreading campaign material through their channels. This extends reach beyond the initial TV audience.
How This Shapes Market Positioning
Esportes da Sorte is building a cultural strategy instead of focusing purely on sports betting. The company launched “with the purpose of celebrating what Brazilians have best: their joy and passion for gaming,” according to Filho.
Other Brazilian operators typically stick to sports sponsorships. This approach is less common. The dual campaign creates visibility in entertainment and cultural heritage at once.
The Carnival connection gives year-round relevance beyond the event itself. Homem da Meia-Noite carries recognition that extends past February’s celebrations. And the TV campaign keeps running through digital channels after the initial broadcast.
Pina noted the goal includes “bringing Carnival and its energy to Brazil and the world.” That suggests plans to use the partnership for international brand building too.
