Esportes da Sorte Brings Brazilian Football Passion to Times Square During World Cup Opening Weekend

Esportes da Sorte, Brazil’s largest fully national sports betting platform, took the energy of Brazilian football fans to one of the world’s most iconic stages, with a high-impact activation displayed across the giant screens of Times Square in New York on the evenings of Saturday 13 and Sunday 14 June.

Running in two continuous five-minute slots in the heart of Manhattan shortly after Brazil’s opening 2026 World Cup match, the campaign invited audiences in New York to join in a collective celebration, featuring the chant: “I am Brazilian, with great pride and great love”, connecting supporters with the atmosphere of the tournament.

The activation featured singer Léo Santana alongside brand ambassadors and influencers Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who are delivering live digital coverage of the World Cup from the United States.

Delivered under Esportes Gaming Brasil — the group behind Esportes da Sorte, Lottu and Onabet — the campaign placed the brand on a global advertising stage during one of the most visible sporting weekends of the year. As World Cup action unfolded and New York simultaneously celebrated NBA championship festivities, Times Square was illuminated in the group’s branding.

The initiative is part of a wider multi-platform World Cup strategy spanning broadcast sponsorships, live experiences and real-time content. The group is an official sponsor of tournament coverage on SBT, with visibility across free-to-air television, the +SBT streaming platform, N Sports and digital channels.

Alongside broadcast activity, Esportes da Sorte is activating across around 130 bars in major Brazilian cities including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza, delivering immersive fan experiences and branded environments.