Esportes Gaming Brasil, the company behind Onabet and Esportes da Sorte, is making its first appearance at the iconic Parintins Folklore Festival, marking a significant step in its cultural and community engagement strategy. Through an innovative activation project, the brand aims to promote local culture, support economic development, and reinforce its commitment to social responsibility.
In doing so, Esportes da Sorte becomes the first regulated betting operator to formally support the event, which draws around 120,000 attendees and contributes approximately BRL 184 million to the local economy, according to the Amazonas State Government.
This milestone follows the company’s involvement in 31 São João festivals throughout June, held across 27 cities in Brazil’s Northeast and Southeast regions. These cultural partnerships are a key part of the brand’s mission to build strong, authentic connections with Brazilian communities by celebrating regional traditions.
At the heart of each São João celebration was scenography designed by acclaimed Pernambucan artist Perron Ramos. Attendees also enjoyed the immersive Vila Junina (June Village), which featured traditional games such as Pescaria da Sorte (Fishing of Fortune), Barraca do Beijo (Kissing Booth), and Argola da Sorte (Ring Toss) — all designed to evoke a sense of nostalgia and fun.
Now, with the three-day Parintins Folklore Festival getting underway, Esportes da Sorte is unveiling a vibrant schedule of on-site experiences. Highlights include a panoramic lounge overlooking the Bumbódromo arena, the Truck da Sorte — a travelling activation space with karaoke and free hydration — and a Social Arena located in the Garantido and Caprichoso neighbourhoods. These spaces offer artistic performances, chill-out zones, free water stations, and shareable photo spots.
Festivalgoers can also expect branded giveaways and a striking visual identity inspired by Amazonian art. The graphics for the project were developed by Curumiz, a Parintins-based artist duo composed of Alziney Pereira and Kemerson Freitas.
Commenting on the initiative, Sofia Aldin, CMO of Esportes Gaming Brasil, said:
“Esportes Gaming Brasil cares passionately about regional values and strengthening Brazilian popular culture. It’s more than simply showcasing our brand, we want to create value for the people who live for events like the Parintins Folklore Festival and the São João festivals. Being part of these events backs our strategy of supporting traditions that drive local economies and celebrate regional identities.”
With this latest activation, Esportes da Sorte continues to position itself as more than just a betting operator — but as a key contributor to Brazil’s cultural and social fabric.
