Esportes da Sorte Unveils Major Nationwide Carnival 2026 Activation in Brazil

The brand will act as an official sponsor of festivities across seven Brazilian capitals

Esportes da Sorte Unveils Major Nationwide Carnival 2026 Activation in Brazil

Leading Brazilian iGaming company Esportes da Sorte is set to deliver one of the most ambitious Carnival activations in the industry for Carnival 2026, securing an official presence at some of the country’s most iconic and emblematic celebrations.

The brand will act as an official sponsor of festivities across seven Brazilian capitals — Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal and Maceió — while also maintaining a strong presence in Olinda, a city of major cultural importance. The national initiative will further extend to special activations in Caicó (Rio Grande do Norte), a key production hub for the brand’s promotional merchandise.

The project reflects Esportes da Sorte’s long-standing investment in Brazilian popular culture, developed over several years and across multiple regions. In 2026, this commitment takes shape through a structured nationwide strategy that embraces the full diversity of Carnival formats — from traditional street blocos to electric trios and large-scale urban stages. Each activation will be tailored city by city, with visual identities and experiences designed to respect local symbols, aesthetics and cultural narratives.

“Carnival is part of Brazil’s cultural identity and also part of Esportes da Sorte’s journey. Being present at the country’s main Carnival celebrations is a strategic choice that reinforces our long-term commitment to popular culture, to the cities, and to the people who live this festival in the streets,” said Darwin Filho, CEO of Esportes Gaming Brasil.

“Our Carnival project was designed city by city, respecting the unique characteristics and culture of each sponsored location. The idea is to ensure a real presence and unique experiences for Carnival-goers, integrating the brand organically into the rhythm of each celebration. Whether through blocos, trios or major urban hubs, we want to strengthen ourselves as the brand that elevates the connection between culture and entertainment,” added Marcela Campos, Vice President of Esportes Gaming Brasil.

Alongside its extensive on-the-ground presence, Esportes da Sorte’s Carnival 2026 strategy will be supported by an integrated media and engagement plan, including activations across TV, radio and out-of-home media, as well as a nationwide PR operation before, during and after the festivities. The focus will be on high-quality coverage and the generation of organic, culturally relevant content.

The initiative will also feature content-led and influencer engagement programmes across multiple locations, extending organic reach while capturing behind-the-scenes moments and authentic Carnival experiences.

Following its presence at more than 100 blocos and street parties in 2025, Esportes da Sorte is taking its Carnival involvement to the next level in 2026, consolidating a truly nationwide project and reinforcing its leadership position at Brazil’s largest and most important popular celebration.