“Fun is authorised”: Esportes da Sorte launches national campaign

Esportes da Sorte launched its new national campaign, titled “Fun is authorised” (“Tá autorizada a diversão”), on Sunday (15). 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.

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.

For Marcelinho Carioca, the campaign captures the spirit of those who live sport with intensity and joy: “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,” said the former player and Corinthians legend, one of the teams sponsored by the company.

For Luisinho, the project strengthens his connection with viewers who follow his broadcasts: “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.”

Commentator Formiga highlights the blend of sports analysis and entertainment: “It’s great to be part of a project that connects game analysis with a light-hearted approach. As we say in the campaign, we aim for emotion and deliver fun for the audience.”

“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,” said Camyla Lima, Creation and Branding Manager at Grupo Esportes Gaming Brasil.