On March 15th, Esportes da Sorte launched its new national marketing campaign, entitled Fun is authorised (Tá autorizada a diversão).
The debut aired on free-to-air television, with nationwide broadcasts on SBT as well as Record, starting in the cities of São Paulo, Belo Horizonte, Salvador and Fortaleza. The first showings took place during the commercial breaks of Domingo Legal and Esporte Record.
Watch the campaign video HERE
The strategy brings together well-known names from sports entertainment, such as Cazé TV commentator, Luis Felipe Freitas, known as Luisinho, and GE TV analyst Bruno Formiga, alongside former footballer and fan favourite, Marcelinho Carioca.
With the institutional tagline “There’s no doubt you’ll have fun,” the campaign adopts a relaxed tone, inspired by the atmosphere of digital sports broadcasts and the typical banter (‘Resenha’) between fans. The main 30-second film presents in-game scenarios to highlight platform features, integrating them into the narrative of the Casa do Chapéu, a traditional Esportes da Sorte activation at events across Brazil.
Marcelinho Carioca says: “Football is Brazil’s greatest form of entertainment, and being with stars like Luisinho and Formiga in this campaign brings back that great dressing-room banter.
“At Esportes da Sorte, we play together with the audience, always keeping our focus on fun and responsibility.”
Luisinho adds: “The catchphrase ‘Authorised’ is already part of my story, and now it takes on a new meaning. At Esportes da Sorte, we authorise emotion and fun from the start to the final whistle.”
Camyla Lima, Creation & Branding Manager at Grupo Esportes Gaming Brasil, concludes: “Esportes da Sorte is a catalyst for fun, authenticity and the experiences that make football a national passion. Having them as our partners connects essence, entertainment and fans in a genuine way.”
