Esportes da Sorte, Brazil’s leading fully national sports betting platform, delivered a high-profile activation in New York’s Times Square during the evenings of 13 and 14 June, coinciding with the opening weekend of the 2026 World Cup.

The campaign appeared across the landmark’s giant screens in two continuous five-minute slots, shortly after Brazil’s opening match, inviting crowds to take part in a unifying chant: “I am Brazilian, with great pride and great love”, bringing Brazilian football culture into the heart of Manhattan.

The activation featured singer Léo Santana alongside brand ambassadors and influencers Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who are producing real-time World Cup content from the United States.

Delivered by Esportes Gaming Brasil — parent company of Esportes da Sorte, Lottu and Onabet — the campaign positioned the group prominently on one of the world’s most recognisable advertising platforms during a globally watched sporting moment.

The initiative is part of a wider multi-channel World Cup strategy, including sponsorship of SBT broadcasts and exposure across +SBT, N Sports and digital media platforms.

In parallel, the brand is executing large-scale activations across roughly 130 bars across Brazil, including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza, designed to enhance live viewing experiences.