Brazilian operator Esportes da Sorte has expanded its cultural sponsorship portfolio by becoming an official partner of São João celebrations in 12 cities during the 2026 festival season.

The sponsorship campaign covers major June festivities in Recife, Salvador, Natal, Maceió and Belo Horizonte, alongside several other key destinations known for their traditional São João celebrations.

The move forms part of a wider strategy by Esportes Gaming Brasil Group to increase brand visibility through high-profile cultural events. Across the sponsored locations, the company plans to deliver a combination of hospitality experiences, audience engagement activations, promotional initiatives and branded entertainment zones.

The latest announcement builds on a strong track record of festival partnerships. In 2025, the group sponsored São João events in 27 municipalities, while Carnival 2026 saw the brand support celebrations in multiple major cities, including Rio de Janeiro, São Paulo and Salvador.