Esportes da Sorte has signed a new sponsorship agreement with SBT and N Sports, the official broadcasters of the 2026 FIFA World Cup, to leverage the global tournament for increased frequency and brand recall.
“The World Cup is a global event that concentrates attention, conversation and excitement on a worldwide scale. In Brazil, this impact translates into one of the greatest moments of audience mobilisation in sport,” Esportes Gaming Brasil Group VP Marcela Campos said.
“Being present on SBT’s broadcasts, with consistency and high frequency, is a way to expand and strengthen brand positioning and reinforce Esportes da Sorte’s connection with the experience of following and celebrating football, through communication designed specifically for this context.”
The sponsorship includes Esportes da Sorte activations on free-to-air television, the +SBT streaming platform, the N Sports pay-TV channel, the broadcaster’s websites, social media channels and other digital platforms.
Esportes da Sorte will feature in formats such as promos, opening and closing idents, commercial breaks and video inserts throughout the competition, which is scheduled to begin on June 11.
The agreement also includes sponsorship of an exclusive 2026 FIFA World Cup program, set to air during all stages of the tournament as well as in SBT and N Sports’ print media.
Esportes da Sorte will feature across additional content initiatives from both SBT and N Sports in the hopes of providing extensive coverage for the 2026 FIFA World Cup.
Following a 600-person survey conducted by Spotlight Sports Group in November 2025, 70% of those who stated they plan to watch the 2026 FIFA World Cup also intend to wager on the tournament.
The Federation Internationale de Football Association selected Stats Perform to be its betting data and streaming rights distributor for this summer’s World Cup in Canada, the US and Mexico on January 13
