EuroDreams is the official sponsor of MEO Kalorama 2026
Jogos Santa Casa, through its EuroDreams brand, is the official sponsor of MEO Kalorama 2026, which takes place on 28, 29 and 30 August at Bela Vista Park in Lisbon, and is expected to attract thousands of visitors from Portugal and abroad. This year’s event will feature a range of accessibility measures to ensure that people with reduced mobility can take part.
Through this initiative, the brand aims to connect with audiences who value experiences, discovery, wellbeing and the freedom to realise their life plans, strengthening the emotional connection to the concept of “an extra life, month after monthly’ that characterises EuroDreams, whilst simultaneously raising its profile amongst new audiences.
Throughout the three days of the festival, EuroDreams will be present with an experiential space of around 70 m², designed around the creative concept “Leaning Towards Winning”, an extension of the brand’s positioning campaign “Leaning Towards a Better Life”.
The activity challenges visitors to enter a sloped space and search, within 60 seconds, for as many hidden tokens as possible. The tokens collected can then be used in a Plinko game, giving participants the chance to win prizes and branded giveaways. The activation also incorporates accessibility features that allow people with reduced mobility to take part, ensuring an inclusive experience open to all visitors.
More than just a promotional campaign, the initiative seeks, in a playful way, to convey a universal idea: we are all inclined to seek something that improves our lives, be it more time, more freedom, more experiences, more balance or more opportunities to realise personal projects and ambitions.
“An opportunity to improve quality of life”
Ricardo Lavos, Managing Director of Jogos Santa Casa, emphasises that, through this experience, “Jogos Santa Casa aims to demonstrate that EuroDreams represents the possibility of gaining more freedom and more time for what really matters, whilst also being an opportunity to realise personal projects”, adding that the brand “represents an opportunity to improve quality of life, promote wellbeing and provide the conditions to realise dreams and ambitions that are often put on hold”.
On the significance of the sponsorship, Ricardo Lavos also notes that “our presence at MEO Kalorama is also a way of strengthening Jogos Santa Casa’s connection with the younger generations”, recalling that the State Social Games “are a model of responsible entertainment which, beyond their recreational aspect, generates revenue that contributes daily to the funding of numerous social causes and areas of public interest, supporting thousands of Portuguese people through projects in the fields of social action, health, education, culture and sport”.
