Our 32nd edition of SiGMA Magazine highlights as a standout in the Brazilian sports and entertainment scene. As one of the main sponsors of football clubs with partners ranging from traditional teams to investments in Recife and Olinda’s Carnival, the company’s presence has expanded across the national market. As part of our latest magazine edition, Lygia Rodrigues explores the criteria for football sponsorships, selecting partnerships, digital marketing strategies, social responsibility initiatives and the future prospects of Grupo Esportes da Sorte in Brazil.

Grupo Esportes da Sorte has firmly established itself in the Brazilian market, sponsoring clubs such as Corinthians, Náutico and Ceará. The company recently reinforced its community involvement with a major donation to assist in paying off Corinthians’ stadium debt at Neo Química Arena. The company places great importance on valuing its roots and prioritising regional clubs with passionate fan bases, while also forming a strong national presence through high profile partnerships. Esportes da Sorte’s commitment to culture plays a central role in its brand strategy. The company sponsors major cultural events such as Recife and Olinda’s Carnival and street parties in Salvador. These investments are seen as vital to promoting Brazil’s rich and diverse heritage particularly during key festivities like Carnival and São João.

At the start of 2025, Esportes da Sorte faced a legal challenge when the Brazilian Supreme Court restricted the operations of companies accredited by LOTERJ to Rio de Janeiro. However, the company swiftly obtained an injunction from the Federal Court to secure its federal licence. Throughout this process, Esportes da Sorte continued operating legally, maintaining full compliance and transparency within the fixed-odds betting market.

Esportes da Sorte has rapidly built a strong digital presence, becoming the most-followed betting brand on Instagram. Through strategies that emphasise interactive content, storytelling, live coverage, and leveraging pop culture, the company has created a vibrant and engaged online community, setting itself apart from competitors.

Looking forward, Grupo Esportes da Sorte remains focused on expanding its sponsorships across sports and entertainment. The company continues to invest in initiatives that align with its brand values, aiming to create memorable experiences for customers while contributing to the development of Brazilian culture and sports.

A pioneer in advocating for market regulation, Esportes da Sorte has actively supported the development of a secure and transparent betting framework in Brazil. The company believes that regulation is crucial for ensuring the industry’s responsible growth and enhancing legal certainty for both users and operators. In an increasingly crowded sector, Esportes da Sorte differentiates itself through creativity, innovation and a user first approach. 

Want more insights into the rapidly growing gaming sector? Stay tuned for our next edition of SiGMA Magazine featuring SiGMA Asia 2025, taking place from June 1st to 4th in the Philippines, as we continue to bring you the latest updates from the world of gaming and entertainment.