Adriano de Alarcón is a partner at Esportes da Sorte, the Brazilian sports betting and iGaming operator, and has become the company's public voice in some of Brazilian football's biggest commercial deals.
Alarcón co-founded the company around 2018 and has represented it in negotiations and announcements, most visibly in the master sponsorship agreement with Sport Club Corinthians Paulista announced in 2024. The deal, widely reported at about R$ 300 million over three years, made Esportes da Sorte the club's main sponsor for its men's and women's teams. Alarcón appeared at the contract signing and in media coverage explaining the partnership's scope.
Beyond club football, Alarcón has discussed Brazil's regulation of fixed-odds betting. He has spoken publicly about the company's licensing process with the Ministry of Finance's Secretaria de Prêmios e Apostas (SPA) and its compliance with Law 14.790/2023, the framework that set the rules for Brazil's legal betting market.
The "Cheer Like a Corinthians Fan" campaign linked the company's Corinthians sponsorship to the Brazilian national team during international breaks. It is one of the marketing activations Alarcón has overseen as the operator's partner.
Earlier professional details before Esportes da Sorte are not documented in the available coverage, and Alarcón has no confirmed public LinkedIn profile.
Career History
| Company | Role | Dates |
|---|---|---|
| Esportes da Sorte Group | Partner | – present |