Esportes da Sorte campaign celebrates fans’ resilience in support of Brazil

“Cheer Like a Corinthian”

 In a World Cup year, Corinthians’ master sponsor uses the unwavering loyalty of the club’s fanbase as an example.

Brazilians’ relationship with the national team and their passion for football take on a new perspective in a World Cup year.

Master sponsor of Corinthians, Esportes da Sorte reinforces the club supporters’ long-standing reputation for unconditional loyalty with the launch of the “Cheer Like a Corinthian” manifesto, a movement aimed at reconnecting Brazilian fans with the national team.

Created by Agência Brenda, the project seeks to redefine the term “to choke” (“amarelar” in Portuguese), transforming it into a call for unwavering belief and determination.

“The campaign draws inspiration from the symbolic strength of Corinthians fans and football’s power to emotionally unite the country.

The idea is to encourage Brazilian supporters to reconnect with the national team through values such as loyalty, presence, and unconditional support,” said Davi Oliveira, Sponsorships Head at Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand. Watch the video here.

The campaign debuted on Sunday (10), airing on TV Globo during programs such as Em Família, Eliana, and Fantástico. Simultaneously, the video was displayed on the giant screen at Neo Química Arena during the Corinthians 3–2 São Paulo derby, valid for the 15th round of the Brazilian Championship.

To bring the concept to life, players entered the pitch wearing shirts featuring the phrase “Cheer Like a Corinthian,” which was also displayed across the stadium’s LED boards.

Fans received handheld banners in the stands, while a giant flag bearing the campaign slogan was unveiled by supporters.

Directed by Lucca Meloni and Adriano Alarcon (Nocandy), the film’s visual identity uses symbolic elements to reinforce a sense of persistence.

Rain appears in unexpected settings, while the soundtrack, based on authentic fan chants — creates an immersive sensory atmosphere.

The production also featured real supporters, including historian Fernando Wanner and iconic Corinthians fan Wanda Vitorino, adding authenticity to the message.

“This campaign was developed with great responsibility because we were entering sacred territory. Hearing from legendary players like Marcelinho Carioca that we were on the right path was extremely important,” said Raphael Pinteiro, partner at Agência Brenda.

“Our intention was to inspire Corinthians fans through pride while making supporters of other clubs agree with the message: Brazil’s supporters need this spirit and determination,” added Bernardo Barbosa, also a partner at the agency behind the campaign.

“Convoque” campaign

Also inspired by the World Cup, Esportes da Sorte launched the “Convoque” campaign on Friday (8), using the brand’s iconic blue hat as a portal to a playful universe.

The film features celebrities such as Léo Santana, Jojo Todynho, and Marcelinho Carioca, transforming the user journey into a fun and immersive experience while always promoting responsible gaming.

 Esportes da Sorte

Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating entirely within the country and licensed by the Ministry of Finance (SPA/MF) under Esportes Gaming Brasil — the group that also owns the Onabet and Lottu brands.

The company belongs to a Great Place to Work-certified group and generates around 1,000 direct and indirect jobs. Its core pillars include innovation, responsible gaming, and support for market regulation.

Esportes da Sorte maintains strategic partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, strengthening practices related to oversight, gambling harm prevention, and user protection.

Beyond sports betting, the company consistently invests in sports, culture, and social initiatives. It serves as master sponsor of clubs including Corinthians, Ceará, Ferroviária, and Náutico, while also supporting major cultural events such as Galo da Madrugada, Carnival celebrations in Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, and São Paulo, as well as the Parintins Festival.

The brand also expands its digital presence through creative campaigns and influencer partnerships, strengthening engagement with audiences across online platforms.