“Fun is on the Cards”: Esportes da Sorte Launches National Campaign
Brazil.- March 18, 2026 www.zonadeazar.com On Sunday (15), Esportes da Sorte launched its new national campaign titled “Fun is on the cards.” The campaign premiered on free-to-air television, airing nationwide on SBT and Record, starting in São Paulo, Belo Horizonte, Salvador and Fortaleza. The first broadcasts took place during commercial breaks of the shows Domingo Legal and Esporte Record. Watch the campaign video here.
The strategy brings together well-known figures from sports entertainment, such as Luis Felipe Freitas, known as Luisinho, commentator at Cazé TV, and Bruno Formiga, commentator at GE TV, alongside former player and football idol Marcelinho Carioca.
With the corporate slogan “I doubt you won’t have fun,” the campaign adopts a light and relaxed communication style, inspired by the atmosphere of digital sports broadcasts and the typical banter between fans. The main 30-second ad recreates match situations to highlight the platform’s features, integrating them into the narrative of the so-called “Casa do Chapéu,” a traditional Esportes da Sorte initiative present at events across Brazil.
For Marcelinho Carioca, the campaign reflects the spirit of those who live football with passion and joy. “Football is the greatest source of fun for Brazilians, and being alongside legends like Luisinho and Formiga in this campaign feels like reliving those classic locker-room conversations. At Esportes da Sorte, we play alongside the audience, always balancing fun and responsibility,” said the former player and idol of Corinthians, one of the teams sponsored by the company.
For Luisinho, the project strengthens the connection with the audience that follows his broadcasts. “The catchphrase ‘Authorised’ is already part of my story and now takes on a new meaning. At Esportes da Sorte, we authorise excitement and fun from kickoff to the final whistle.”
Commentator Formiga highlighted the goal of combining sports analysis with entertainment. “It’s great to be part of a project that connects match analysis with a light and entertaining tone. As we say in the campaign, we aim for the excitement and deliver on the audience’s enjoyment,” he said.
“Esportes da Sorte is a catalyst for fun, authenticity and the experiences that make football a national passion. Having them as partners truly connects essence, entertainment and fans,” said Camyla Lima, Creative and Branding Manager at Grupo Esportes Gaming Brasil.
Credits: “Fun is on the cards” campaign
Slogan: “I doubt you won’t have fun”
Tagline: “Fun is authorised”
Agency: Brenda Agency
Cast: Marcelinho Carioca (former player and pundit), Luís Felipe Freitas (commentator) and Bruno Formiga (pundit)
Main piece: 30-second film
The campaign, featuring Marcelinho Carioca, Luis Felipe Freitas and Bruno Formiga, combines football and entertainment