Flutter Brazil restructures PR ahead of regulated 2026
Flutter Brazil has overhauled its public relations structure as it prepares for a pivotal phase in the country’s regulated betting market. The reorganisation is designed to strengthen both institutional credibility and brand visibility ahead of 2026, a year shaped by regulatory consolidation and the global attention generated by the FIFA World Cup.
The updated PR framework follows the appointment of Galeria as Flutter Brazil’s lead advertising agency and forms part of a broader effort to adapt communications to a more demanding and competitive environment. Under the new model, Flutter Brazil has adopted a specialised approach, assigning distinct responsibilities to two communications agencies with complementary mandates.
Under this structure, Giusti Comunicação will oversee corporate and institutional communications, while Sherlock Communications will manage brand-focused public relations, particularly for Betfair and Betnacional, two of Flutter’s core betting brands in Brazil.
A Dual-Agency Strategy for Greater Precision
Flutter Brazil said the division of roles is intended to deliver greater focus, speed and consistency across its communications. Each agency is expected to develop deeper expertise within its specific remit, while remaining aligned through an integrated communications ecosystem.
The two PR firms will work closely with Galeria, which leads advertising strategy, as well as Monks, responsible for social media and content and Lean, which provides regional support in Brazil’s Northeast. Internal Flutter Brazil teams complete what the company describes as a coordinated and multidisciplinary communications structure.
Managing Reputation in a Regulated Market
Giusti Comunicação’s remit covers all corporate and institutional messaging for Flutter Brazil. Its responsibilities include reputation management, engagement with business and economic media, crisis communications and regulatory positioning.
This role takes on added importance as Brazil’s betting framework continues to evolve. With increased oversight from regulators and heightened scrutiny from media and the public, Flutter Brazil sees consistent and transparent institutional communication as essential to maintaining trust and credibility in the market.
Brand Visibility for Betfair and Betnacional
Sherlock Communications will lead media strategies aimed at strengthening the public profile and fan engagement of Betfair and Betnacional. Sherlock has supported Betfair’s communications across Latin America since 2020, bringing continuity and regional experience to the expanded mandate.
By separating brand communications from corporate messaging, Flutter Brazil aims to give its consumer-facing brands greater flexibility and creative momentum, particularly during high-profile sporting moments such as the World Cup, when competition for audience attention intensifies.
Executive View on the Restructure
Flutter Brazil Chief Marketing Officer Álvaro Garcia said the new model reflects the growing complexity of the market and the demands of a World Cup year. He highlighted the need for specialised partners capable of addressing different communication challenges simultaneously.
According to Garcia, Giusti Comunicação will provide the institutional strength and transparency required to engage effectively with regulators and stakeholders, while Sherlock Communications will support agility and creativity in connecting brands with sports fans. Together with internal teams and other partners, the structure is intended to position Flutter Brazil for what the company views as a landmark year.
Flutter Brazil’s Position in the Market
Flutter Brazil was formed through the combination of NSX Brasil, owner of Betnacional and Flutter Entertainment, the global betting group behind Betfair. The business is led by Brazilian executives, reinforcing its local focus and alignment with national market dynamics.
Blending global technology with local expertise, Flutter Brazil positions itself as a proponent of safe, transparent and responsible betting. The company has also emphasised its collaboration with the Brazilian Institute of Responsible Gaming and its intention to contribute actively to the development of best practices within Brazil’s regulated betting environment.
