Esportes da Sorte Launches ‘Fun is Authorised’ Campaign
Esportes da Sorte has unveiled a new nationwide campaign titled “Fun is authorised” “Tá autorizada a diversão” which premiered on Sunday (15) across major Brazilian free-to-air TV channels.
The campaign was broadcast on SBT and Record, initially targeting audiences in São Paulo, Belo Horizonte, Salvador and Fortaleza. Its debut took place during commercial breaks of popular programmes such as Domingo Legal and Esporte Record.
Star-Driven Campaign Concept
The initiative features a lineup of well-known personalities from sports media and football, including commentator Luis Felipe Freitas (Luisinho), analyst Bruno Formiga and former footballer Marcelinho Carioca.
Built around the tagline “There’s no doubt you’ll have fun” the campaign adopts an informal and engaging tone, drawing inspiration from digital sports broadcasts and fan-driven conversations. The main 30-second advert showcases gameplay scenarios while highlighting key platform features, woven into the narrative of the “Casa do Chapéu” a recurring Esportes da Sorte activation at events across Brazil.
Focus on Entertainment and Engagement
Marcelinho Carioca noted that the campaign reflects the passion and enjoyment associated with football in Brazil, adding that the collaboration with Luisinho and Formiga brings back the familiar atmosphere of locker-room banter.
Luisinho highlighted the connection between the campaign’s message and his own on-air identity, explaining that the phrase “authorised” now extends to the emotions and excitement experienced throughout a match.
Formiga also pointed to the balance between analysis and entertainment, describing the campaign as a project that blends insight with a more relaxed, engaging approach for audiences.
Brand Positioning
Camyla Lima, Creation and Branding Manager at Grupo Esportes Gaming Brasil, described Esportes da Sorte as a brand centred on entertainment, authenticity and fan experiences. She added that the campaign aims to strengthen the connection between the platform and football audiences across the country.
