Esportes da Sorte will be the official sponsor of the São João festivities in twelve Brazilian cities in 2026, expanding its strategy of territorial presence and connection with cultural events of great popular relevance.

The operation will have a special focus on the Northeast, the country’s main June festival hub, with activations planned in Recife (PE), Maracanaú (CE), Patos, Santa Luzia and Sousa (PB), Salvador (BA), Natal, Caicó and Mossoró (RN), Santana do Ipanema and Maceió (AL), and Belo Horizonte (MG).

The initiative reinforces the positioning of the Esportes Gaming Brasil Group — owner of the Esportes da Sorte, Onabet, and Lottu brands — of transforming investments in culture into permanent platforms for relationship building, regional presence, and institutional strengthening. In each location, the actions were designed in a personalized way, respecting local cultural characteristics and dynamics.

The brand’s presence includes official sponsorships, activations in VIP boxes and events, interactive experiences, distribution of promotional items, relationship-building activities, and interventions focused on enhancing the audience experience throughout the celebrations.

The move continues a strategy already established by the company in major Brazilian cultural events. In 2025, the group sponsored June festivals in 27 cities in the Northeast and Southeast regions. For Carnival 2026, it expanded its reach by supporting celebrations in seven Brazilian capitals — Recife, Salvador, Rio de Janeiro, São Paulo, Belo Horizonte, Natal, and Maceió — in addition to events in Olinda and Caicó.

For Marcela Campos, vice-president of the Esportes Gaming Brasil Group, the presence at São João reinforces an ongoing strategy of cultural appreciation and regional development.

“Supporting Brazilian popular demonstrations and social impact initiatives is part of the essence of our work and goes beyond one-off actions. The brand’s presence at São João reinforces ongoing work to value culture, strengthen the local economy, and support initiatives that preserve the identity of each region,” he states.