In Olinda, Pernambuco, the Carnival festivities are increasingly dominated by sponsorship from betting companies, which has become a prominent aspect of the celebration since its return in 2023 after a two-year hiatus due to the COVID-19 pandemic. As the carnival unfolds, iconic figures like O Homem da Meia-Noite are seen amidst a crowd where attendees are likely to encounter the branding of various betting firms rather than pure carnival imagery.

In 2023, following the carnival's revival, betting companies invested substantially in advertising within Brazil, with reports indicating that R$ 3.5 billion was spent on sports-related promotions alone. This surge in sponsorship correlates with the broader trend of gambling companies increasing their visibility and presence in the Brazilian market. The local government, in a bid to boost the carnival experience, even appointed Esportes da Sorte as the official sponsor for Olinda's Carnival, further merging traditional cultural festivities with commercial interests.

This sponsorship trend raises questions about the commercialization of cultural events in Brazil, as the presence of these companies transforms Carnival from a purely traditional celebration into an event where corporate branding plays an increasingly prominent role. This shift could impact public perception and engagement in cultural festivities, as carnival-goers navigate a landscape where the spirit of the carnival may be intertwined with commercialism and the interests of the betting industry.