The carnival in Olinda, Pernambuc, traditionally draws thousands of revelers, but recent years have seen an increase in sponsorships from betting companies. This year, as the carnival celebrates its return after a two-year interruption due to the COVID-19 pandemic, there is a notable prevalence of advertising from betting firms throughout the event. This shift has paralleled the booming betting industry in Brazil, which reportedly spent R$ 3.5 billion on sports advertising in 2024 according to a report by Itaú Unibanco.

The official sponsor of Carnaval Olinda is Esportes da Sorte, which was selected by the city’s government to promote its brand during the festivities. This partnership highlights a growing trend where betting companies are positioning themselves at major cultural and sporting events to reach broader audiences. The presence of logos and promotional materials from betting firms has become a common sight, overshadowing some of the traditional carnival iconography and further intertwining carnival festivities with the gambling industry.

These developments raise questions about the impact of such commercial partnerships on the cultural integrity of events like Carnaval. Critics may argue that the influx of corporate sponsorship from gambling companies detracts from the historical and cultural significance of the carnival. Still, supporters see it as a necessary adaptation to today's economic realities, providing funding that ensures the festivities can continue and thrive despite previous disruptions from the pandemic.