Flutter Brazil Restructures PR Operations for Pivotal 2026

Flutter Brazil Unveils New PR Structure for Strategic 2026

Flutter Brazil, a prominent entity in the country's sports betting landscape, has announced a significant restructuring of its Public Relations operations. The strategic overhaul, revealed on January 9, 2026, is designed to bolster the company's institutional and brand presence in what is anticipated to be a pivotal year for Brazil's regulated betting market and the upcoming FIFA World Cup.

The new PR model emphasizes specialization, distributing responsibilities between two distinct agencies to enhance communication depth, agility, and clarity. This move follows the earlier appointment of Galeria as Flutter Brazil's new Lead Advertising Agency.

Specialized Agencies to Lead Communication Efforts

Under the revamped structure, Giusti Comunicação has been tasked with managing Corporate Reputation and institutional communications for Flutter Brazil. Its mandate includes reputation management, engagement with business and economic media, crisis management, and regulatory affairs. Giusti Comunicação will also provide strategic support for compliance agendas and initiatives with the Brazilian Institute of Responsible Gaming (IBJR).

Meanwhile, Sherlock Communications will spearhead Brand PR, focusing specifically on Flutter Brazil's flagship brands, Betfair and Betnacional. Their responsibilities will encompass promoting sponsorships, executing marketing activations, fostering relationships with sports and entertainment media, and developing lifestyle initiatives and stunt PR campaigns. Sherlock Communications has a history with Betfair, having served the brand in Latin America since March 2020.

Integrated Communication Ecosystem

The newly formed PR agencies will operate in close coordination with other key partners to create a robust and multidisciplinary communication ecosystem. This includes Galeria, which leads the advertising strategy, Monks, responsible for social media and content, and Lean, which provides regional support in Brazil's Northeast. Internal Flutter Brazil teams will also be integral to this integrated framework.

Alvaro Garcia, CMO of Flutter Brazil, highlighted the rationale behind the restructuring, stating, 'The complexity of the regulated market and the magnitude of a World Cup year demand dedicated specialists on every front. Giusti will guarantee the institutional solidity and transparency necessary to engage with the market and regulators.' He added, 'Sherlock allows us the agility and creativity to enhance our brands with sports fans. This structure, combined with our internal team and other partners, prepares us for a historic 2026, where corporate responsibility and passion for the game will go hand in hand.'

Context of Flutter Brazil's Market Position

Flutter Brazil was established through the merger of NSX Brasil, the owner of Betnacional, and Flutter Entertainment, a global leader in the betting industry and owner of Betfair. Flutter Entertainment completed the acquisition of an initial 56% stake in NSX Group in May 2025 for approximately $350 million, forming the combined Flutter Brazil entity. The operations are led by Brazilian executives, ensuring a strong local presence and alignment with the national market.