Esportes da Sorte has entered into a deal with FIFA. The agreement will sponsor the broad casts of the 2026 World Cup on SBT and N Sports. This agreement guarantees the brand visibility during one of the most anticipated sports events in the world.
The partnership will include activations on national free‑to‑air television, streaming platforms, and pay TV. It will also involve numerous digital platforms. These efforts will place the brand at the heart of Brazilian football fans throughout the tournament.
The sponsorship package will cover SBT’s nationwide TV signals and simultaneous broadcasts on the +SBT streaming channel and the pay-TV channel N Sports. The broadcasters will also feature Esportes da Sorte on their official websites, YouTube channels, and other digital platforms. This gives the brand a presence across both offline and online media.
This general media approach shows how operators in the regulated betting market are leveraging major sporting events. They see these events as high-impact communication opportunities that combine scale, frequency, and contextual relevance.
Esportes da Sorte will feature under numerous formats like advertising segments, bumper opens and closes, commercials, as well as video inserts into programming on TV. The agreement also sponsors a special FIFA World Cup 2026 show that will air during the tournament, along with editorial content integrated into the broadcasters’ schedules.
The brand will appear digitally during official broadcasts on SBT and N Sports platforms. Additionally, both channels will launch related initiatives to expand tournament coverage beyond the live matches.
Grupo Esportes Gaming Brasil’s Vice President, Marcela Campos, which owns Esportes da Sorte brand, announced that the move to invest in the braodcasts of the World Cup is directly connected with the unsurpassed audience mobilization potential in Brazil.
