Esportes da Sorte Launches “Convoque” Campaign for the World Cup

Brazil.- May 12, 2026 www.zonadeazar.com The brand transforms its iconic blue hat into a narrative asset and brings together creators, music and football in a multi-platform campaign for the tournament

Esportes da Sorte launched its “Convoque” campaign, created to strengthen the brand’s connection with the World Cup universe through a language that combines entertainment, pop culture and football. The campaign transforms the platform’s already recognisable blue hat into a central element of the narrative, functioning as a “portal” between everyday life and a playful universe inspired by the brand experience.

The campaign marks a strategic move by Esportes da Sorte to consolidate its presence within the sports betting landscape during the World Cup, whilst maintaining the entertainment-focused identity that defines the platform’s communication. The main film features the iconic blue hat and brings together influencers and personalities from the worlds of music, digital culture and sport, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.

The sequel to the campaign will be launched at the end of May to continue the story, in which an ordinary character leaves a street football match and discovers the shiny blue hat. Upon putting it on, he is transported to a match “out of this world”, set in an environment that combines references to football, casino games and digital culture. The script uses humour, exaggerated visual elements and fantasy to create a brand experience linked to gaming and responsible entertainment.

“The campaign reinforces our World Cup strategy: to expand the brand’s presence within the sporting world without losing the DNA of fun and entertainment already recognised by the public. “The blue hat is no longer just a visual element; it has become a narrative asset capable of connecting different parts of the brand experience,” said Marcela Campos, vice-president of Esportes Gaming Brasil, owner of the Esportes da Sorte, Onabet and Lottu brands.

Created by the Brenda agency and produced by Nocandy, the campaign adopts a multi-platform approach, with a presence on TV, OOH, YouTube and social media, as well as new initiatives planned throughout the tournament. The strategy reflects the growing competition for audience attention among brands during the most important sporting event on the global calendar.

In addition to its investment in creators and entertainment, the film concludes with responsible gambling messages, aligning the campaign with the group’s institutional stance on player protection practices and responsible communication within the regulated market.

Edited by @pererarte   www.zonadeazar.com