Esportes da Sorte Sponsors the Festivities in Sousa
Brazil.- July 10, 2026 www.zonadeazar.com Esportes da Sorte will be the official sponsor of the traditional São Julho de Sousa 2026, strengthening its strategic position in the interior of Paraíba. The investment in the town forms part of a robust programme of June festivities designed by the group for the state, which also includes official sponsorship of other major and historic celebrations in Paraíba, such as the festivals in Patos and Santa Luzia. The event takes place at the Praça Pública de Eventos between 8 and 12 July and features a programme that blends cultural and religious celebrations with concerts by national artists, including names such as Xand Avião, Luan Santana, Zé Vaqueiro, Tarcísio do Acordeon and João Gomes.
To bring the brand closer to the public and tourists visiting the municipality, Esportes da Sorte has prepared a plan of integrated activities for the duration of the event. These include public engagement initiatives, the distribution of themed giveaways, travelling Instagram-worthy photo spots, and initiatives focused on enhancing participants’ experiences. Furthermore, the visual identity of the circuit will be reinforced and personalised, creating an immersive atmosphere.
For Davi Oliveira, Head of Sponsorships at the Esporte Gaming Brasil Group, the presence at São João reinforces an ongoing strategy of cultural promotion and regional development:
“Support for Brazilian folk festivals is part of the EGB Group’s ongoing work and the way in which we build connections with different regions of the country. Being present at São Julho de Sousa reinforces our commitment to initiatives that promote local culture, boost the regional economy and strengthen traditions that form part of Brazilian identity.”
Combining fun and safety, Esportes da Sorte promotes responsible entertainment as one of the essential pillars of its involvement in major popular festivals. Operating entirely within Brazil under a licence granted by the Ministry of Finance (SPA/MF), the company continuously invests in control mechanisms, user protection and the prevention of problem gambling, ensuring that the public can enjoy the excitement of the June festivities both in the arenas and in a safe and responsible digital environment.
A presence in twelve cities and a track record of promoting national traditions
The investment in the municipality of Alagoas forms part of a broad national strategy covering twelve Brazilian cities by 2026, with a central focus on the cultural strength of the Northeast. In addition to Santana do Ipanema, the group’s June festival circuit includes strategic hubs such as Recife (PE), Maracanaú (CE), Salvador (BA), Maceió (AL), Belo Horizonte (MG), Caicó, Natal and Mossoró (RN), as well as Patos, Santa Luzia and Sousa (PB). This initiative builds on the plan consolidated in 2025, the year in which the company sponsored June festivals in 27 municipalities across the North-East and South-East regions. This ongoing commitment was expanded during the 2026 Carnival, when the company supported street celebrations in seven state capitals and on the traditional circuits of Olinda and Caicó.
Alongside entertainment, Esportes da Sorte reaffirms its ongoing commitment to socio-environmental development and corporate social responsibility initiatives. Following the example of the 2026 Carnival initiatives — which included carbon offsetting and structured support in the form of bonuses and protective kits for waste pickers in Recife and Salvador — the group seeks to extend this positive legacy to the communities hosting the festivities. Throughout the year, the company maintains significant social projects, such as its partnership with ACSSUS in Parintins, its support for the ecological project “Há Gosto pelo Capibaribe” in Recife, and its promotion of inclusion in sport through the Pernambuco Jiu-Jitsu and Parajiu-Jitsu Association.
Edited by @pererarte www.zonadeazar.com
