Esportes da Sorte is preparing one of the sector’s largest live marketing operations for Carnival 2026, rolling out a nationwide project designed to anchor the brand in Brazil’s most important cultural celebration.
The operator will act as an official sponsor of Carnival festivities in seven state capitals, Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal and Maceió, while also executing structured activations in Olinda and Caicó, expanding its footprint beyond traditional metropolitan hubs.
Rather than replicating a single campaign nationwide, the brand has opted for a decentralized model.
Each city will feature bespoke visual identities, experiences and brand activations, developed to reflect local narratives, aesthetics and cultural symbols.
The approach spans street blocs, electric trios and large urban stages, positioning the brand across multiple layers of Carnival’s ecosystem.
Darwin Filho, CEO of Esportes Gaming Brasil, said the initiative represents a strategic deepening of the brand’s relationship with Carnival.
“Carnival is one of Brazil’s greatest cultural assets and has long been part of Esportes da Sorte’s trajectory. Being present in the country’s main Carnival destinations reinforces our long-term commitment to popular culture and to the cities where we operate,” he said.
Marcela Campos, Vice President of Esportes Gaming Brasil, added that the project was designed with local specificity in mind.
“Our Carnival was built city by city, respecting the particularities of each location. The goal is to ensure genuine presence and unique experiences for revelers, integrating the brand organically into each celebration, whether through blocs, trios or major urban hubs,” she said.
Beyond on-the-ground activations, the operator is also deploying digital campaigns related to the festivity.
Carnival (or ‘Carnaval’) is Brazil’s largest cultural event, generating billions in economic activity each year and drawing millions across cities and regions, rooted in centuries-old traditions that blend African, Indigenous and European influences
