Superbet served as the official betting partner for The Town festival in São Paulo, where the multi-day event returned this year as one of Brazil’s most prominent music and cultural celebrations. Global acts like Green Day, Iggy Pop, Katy Perry and the Backstreet Boys headlined for hundreds of thousands of attendees from around the world.
The betting operator used the festival to showcase branded activations that aimed to connect with festival-goers beyond their typical sports sponsorships.
Why Superbet Targeted Cultural Events
The company wanted to reach audiences in contexts that extend past sports betting, and The Town represents an opportunity to engage with people during cultural experiences rather than just match days.
Superbet’s approach focuses on linking betting with culturally relevant events – a strategy that helps the brand connect with Brazilian consumers on different levels. The festival attracts diverse crowds over several days, giving Superbet access to audiences they might not reach through sports partnerships alone.
What Activations Superbet Created
The operator set up a “Super Karaoke” stage where attendees could perform in front of live audiences under Superbet’s signature red lighting. The karaoke area featured the brand’s quote “Every day could be a super day” and participants received prizes for their performances.
Superbet also installed a giant amusement ride carrying the company logo, providing another branded touchpoint for festival-goers. The company partnered with Brazilian influencer Daniel Fortune to promote responsible gaming in the local market as part of the campaign.
How This Fits Broader Brazil Strategy
The festival activation connects to Superbet’s wider Brazilian marketing approach, which has pursued various community-focused initiatives beyond traditional advertising. Previous campaigns included repurposing São Paulo FC banners into sleeping bags for homeless people, showing the brand’s commitment to social responsibility.
Superbet maintains a master sponsorship agreement with Fluminense FC that includes brand placement on the club’s main shirt. These sports partnerships form a pillar of the company’s presence in Brazil’s sports industry, but The Town festival shows Superbet expanding beyond conventional sports marketing.
The cultural activation strategy might influence how other betting operators approach Brazilian consumers and demonstrates ways to engage audiences outside traditional sports sponsorship models.
