Esportes da Sorte becomes sponsor of World Cup 2026 broadcasts

In Brazil, operator Esportes da Sorte entered into an agreement with FIFA to sponsor broadcasts of the 2026 FIFA World Cup on the SBT and N Sports television channels.

Partnership with broadcasters

Agreement format

The agreement предусматривает brand presence throughout the entire tournament across television, streaming platforms, and digital assets of both broadcasters.

The package includes placements on the national SBT broadcast, simulcasts of the channel, the +SBT streaming platform, as well as the pay-TV channel N Sports.

On-air presence

Advertising formats

On television, the brand will be featured through promos, opening and closing broadcast bumpers, commercial breaks, and video inserts during programming.

The agreement also includes sponsorship of a special program dedicated to the 2026 World Cup, which will air throughout the tournament period.

Digital platforms

Online activations

In the digital environment, Esportes da Sorte will be integrated into official online broadcasts by SBT and N Sports, as well as content on websites, YouTube channels, and other digital platforms of both media groups.

Brand positioning

Strategic assessment

According to Marcela Campos, vice president of the Esportes Gaming Brasil group, the World Cup is seen as a key moment to reach a broad audience and strengthen brand awareness in Brazil.

She noted that presence in broadcasts of the world’s largest football tournament helps reinforce the brand’s connection with the experience of watching and celebrating football.