Brazilian operator Esportes da Sorte has launched a major international branding activation in New York, taking over advertising space in Times Square during the opening weekend of the 2026 FIFA World Cup.
The campaign coincided with Brazil’s tournament debut and a busy sporting weekend in the city, which was also celebrating the conclusion of the NBA season.
According to parent company Grupo Esportes Gaming Brasil, the activation was designed to showcase the operator’s growth beyond its home market while reinforcing its identity as a Brazilian brand.
"Throughout Saturday and Sunday, the blue of Esportes da Sorte (Sports of Luck) imposingly occupied the heart of Manhattan. And, along with it, we brought Brazilian fun, the energy that is part of our DNA, and the Pernambuco accent that is at the origin of our history,” stated the company.
The Pernambuco accent carries cultural significance in Brazil, where northeastern accents are an important expression of regional identity and heritage, despite having been the target of prejudice and stereotypes for many years.
While Times Square has become a popular destination for international brand campaigns, appearances by Brazilian betting operators remain relatively uncommon, making the activation one of the sector’s most visible international marketing efforts to date.
“More than a major branding milestone, this moment symbolizes the solid trajectory we are building: that of a Brazilian company that is growing consistently, expanding its borders and consolidating its position as the largest 100% Brazilian betting operator,” the company said.
The operator also highlighted the significance of securing visibility during one of the busiest periods on the global sports calendar.
Hugo Baungartner, Executive Director for Institutional Relations and Partnerships, Esportes Gaming Brasil, the parent company of Esportes da Sorte, is a Global Gaming Insider contributor.
Recently, the Secretariat of Prizes and Betting held a webinar with consumer protection authorities across Brazil as part of efforts to reinforce compliance with advertising and responsible gambling rules during the World Cup
