Key Moments:
- Esportes da Sorte has signed Marcelinho Carioca, celebrated for his tenure with Corinthians, as its new brand ambassador.
- The agreement contains recurring digital activations, social media strategies, and strengthens the firm’s longstanding Corinthians sponsorship.
- Marcelinho will participate in advertising, digital content, fan interaction, and programs associated with Brazilian football.
Brand Ambassador Announcement Expands Engagement Strategy
Esportes da Sorte has entered into a formal agreement with former football star Marcelinho Carioca, who will serve as the company’s brand ambassador. Marcelinho, a legendary figure for Sport Club Corinthians Paulista, is set to be a central presence in Esportes da Sorte’s marketing campaigns, content channels, and initiatives targeting fan interaction. His responsibilities include starring in advertising, sharing opinions on matters related to Corinthians, and contributing to various other football-themed company efforts.
With this partnership, the company is initiating a steady rollout of content, aiming to increase visibility within sports media circles. The efforts will focus in particular on social media activations and building connections with audiences on a personal level. This move also further cements Esportes da Sorte’s relationship with Corinthians, where the company maintains its role as master sponsor.
Marcelinho Carioca: Football Icon with a Lasting Imprint
Known as “Pé de Anjo” (“Angel Foot”), Marcelinho Carioca boasts an illustrious reputation as one of Brazil’s premier free-kick specialists. He played 433 games and scored 206 goals for Corinthians, collecting four São Paulo State Championships, two Brazilian Championships, one Copa do Brasil title, and the 2000 FIFA Club World Cup. Renowned for his set piece ability, Marcelinho’s tally of 86 free-kick goals has become a landmark in Brazilian football. Beyond Corinthians, he also featured for clubs including Flamengo, Vasco da Gama, Santos, Valencia (Spain), and Ajaccio (France). After retiring from play, he trained in journalism, commented for Rede Bandeirantes, and appeared on entertainment programs like The Masked Singer Brasil.
Official Statements on the Partnership
Esportes da Sorte Vice President Marcela Campos emphasized the symbolic nature of having Marcelinho on board: “To have Marcelinho Carioca as an ambassador is a celebration of his career and his close relationship with Corinthians. We are confident this partnership will produce relevant and interesting content for the fans.”
Marcelinho himself was overjoyed at the new role: “I’m extremely happy because talent always emerges, but it’s even more wonderful when we can count on luck. It’s a great feeling to again wear this second skin and now be part of the Esportes da Sorte team, master sponsor of Corinthians.”
Reinforcing Market Position and Community Involvement
Esportes da Sorte operates under a national license issued by Brazil’s Ministry of Finance, providing a range of betting and gaming experiences under the Esportes Gaming Brasil umbrella. The company also manages OnaBet and LOTTU, and is certified as a Great Place to Work. Its business practices emphasize innovation, encouragement of responsible gaming, and active participation in regulatory processes.
The group employs hundreds of professionals and invests substantially in sectors such as sports, culture, and social initiatives. Its sponsorship network extends to Brazilian football clubs like Ceará, Ferroviária, and Náutico, as well as prominent cultural festivals including Galo da Madrugada, Recife and Olinda Carnival, and the Parintins Festival. Through imaginative campaigns and collaboration with online influencers, Esportes da Sorte has established a dynamic presence across digital platforms, cultivating connections with younger demographics.
Driving the Future of Sports Betting and Fan Connection
The incorporation of Marcelinho Carioca marks a deliberate fusion of sporting legacy and contemporary brand positioning for Esportes da Sorte. By drawing upon Marcelinho’s legacy and the deep-rooted passion of Corinthians’ supporters, the company further intertwines tradition with its vision for ongoing innovation in the sports betting sector.
This partnership also exemplifies the broader industry approach: leveraging nostalgia, storytelling, and revered sporting figures to foster deeper connections with both longtime fans and newer audiences. For those supporting Corinthians, it represents a chance to reconnect with a football icon whose presence now bridges eras and continues to energize the club’s narrative in modern fan experiences.
| Brand Ambassador | Club Legacy | Company Initiatives |
|---|---|---|
| Marcelinho Carioca | 206 goals in 433 matches Won major Brazilian and international titles Renowned free-kick specialist | Master sponsorship of Corinthians Sponsorships across multiple clubs and cultural events Investments in social and cultural programs |
- Author
Daniel Williams
