The brand transforms its iconic blue hat into a narrative asset, bringing together creators, music and football in a multiplatform film ahead of the tournament
Esportes da Sorte has launched “Convoque,” a campaign designed to strengthen the brand’s connection to the World Cup through a language that blends entertainment, pop culture and football.
The campaign transforms the platform’s already recognisable blue hat into a central narrative element, using it as a “portal” between everyday life and a playful universe inspired by the brand experience.
The move marks a strategic effort by Esportes da Sorte to consolidate its presence in the sports betting space during the tournament while maintaining the entertainment identity that has defined its communications.
The lead film features the iconic blue hat alongside influencers and personalities from music, digital culture and sport, including Léo Santana, Jojo Todynho, Cerol, Duda Gutierrez, Marcelinho Carioca, Luizinho Freitas and Bruno Formiga.
The campaign
A sequel to the first film is set to launch at the end of May. In the narrative, an ordinary character leaves a street football match and finds the blue hat glowing on the ground.
When he puts it on, he is transported to a match “outside of reality,” in an environment that combines references from football, casino and digital culture.
The script uses humour, visual exaggeration and fantasy elements to build a brand journey connected to the world of gaming and responsible entertainment.
“The campaign reinforces our strategy for the World Cup: expanding the brand’s presence in the sports territory without losing the fun and entertainment DNA already recognised by our audience,” said Marcela Campos, vice president of Grupo Esportes Gaming Brasil, which owns the Esportes da Sorte, Onabet and Lottu brands.
“The blue hat moves beyond being a visual element and becomes a narrative asset that connects different universes of the brand experience.”
Created by agency Brenda and produced by Nocandy, the campaign takes a multiplatform approach, with distribution across TV, out-of-home, YouTube and social media, as well as activations planned throughout the tournament.
The strategy reflects the intensifying competition for attention among brands in the sector during the most significant sporting event in the global calendar.
The film closes with responsible gambling messaging, aligning the campaign with the group’s institutional positioning around user protection practices and responsible communication in the regulated market.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating under a licence granted by the Ministry of Finance to Esportes Gaming Brasil, the group that also owns the Onabet and Lottu brands.
The company is certified as a Great Place to Work and generates around one thousand direct and indirect jobs. It holds strategic partnerships with institutions including ANJL, IBIA, Sportradar, EBAC and IAA. Beyond sports betting, the group sponsors clubs including Corinthians, Ceará, Ferroviária and Náutico, and supports cultural initiatives including the Galo da Madrugada and carnival celebrations across multiple Brazilian cities.
