Leading Brazilian iGaming company Esportes da Sorte has signed a sponsorship agreement for the broadcasts of the 2026 FIFA World Cup on SBT and N Sports, with activations planned throughout the entire competition.
The package includes presence on free-to-air television (national SBT and simulcast coverage), the +SBT streaming platform, and the pay-TV channel N Sports, as well as activations on the broadcasters’ websites, YouTube channels and other digital properties.
According to Marcela Campos, Vice President of the Esportes Gaming Brasil Group, which owns the Esportes da Sorte brand, the strategy leverages the World Cup as one of the biggest moments of audience mobilisation in sport to increase frequency and brand recall, with a narrative aligned to the football ecosystem and the fan experience.
“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. 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,” she said.
On television, the brand will feature in formats such as promos, opening and closing idents, commercial breaks and video inserts. The agreement also includes sponsorship of a special FIFA World Cup 2026 programme, which will air throughout the tournament period, as well as editorial content within the schedule.
In the digital environment, Esportes da Sorte will be present in the official broadcasts on SBT and N Sports, the official broadcasters of the 2026 FIFA World Cup. In addition, the brand will feature across other content initiatives from both channels, which will provide extensive coverage of the event.
