Flutter Brazil Reshapes PR Strategy Ahead of Pivotal 2026 Betting Market
At the heart of the new approach is a split-agency PR model designed to bring sharper focus and faster execution in an increasingly competitive environment.
Flutter Brazil has unveiled a major overhaul of its public relations operations as it prepares for what is expected to be one of the most defining years yet for Brazil’s newly regulated betting industry.
The restructuring comes as the company deepens its wider communications strategy following the appointment of Galeria as its lead advertising agency, with 2026 set to combine two powerful forces: the consolidation of Brazil’s betting regulations and the global spotlight of the FIFA World Cup.
At the heart of the new approach is a split-agency PR model designed to bring sharper focus and faster execution in an increasingly competitive environment. Flutter Brazil has appointed Giusti Comunicação to oversee corporate and institutional communications, while Sherlock Communications will take charge of brand-led PR for Betfair and Betnacional, two of the group’s flagship betting brands in the country.
Rather than running all messaging through a single channel, Flutter Brazil is deliberately separating corporate reputation from consumer-facing storytelling. The aim is to give each agency a clear mandate while ensuring both remain aligned within a broader, integrated communications framework.
Giusti Comunicação will handle reputation management, business and financial media relations, crisis response and regulatory communication — a crucial role as betting operators in Brazil face growing scrutiny from regulators, the media and the wider public. With new rules continuing to take shape, Flutter Brazil is looking to present a consistent and transparent institutional voice as the market matures.
Sherlock Communications, meanwhile, will focus on raising the profile of Betfair and Betnacional across sports and mainstream media. The agency brings continuity to the role, having worked with Betfair across Latin America since 2020, and will be tasked with ensuring the brands remain visible and relevant in a year when football and betting attention will be at an all-time high.
Both agencies will work alongside Galeria, which leads Flutter Brazil’s advertising strategy, and Monks, which handles social media and content. Lean will continue to support regional communications in Brazil’s northeast, while Flutter Brazil’s in-house teams provide overall coordination.
Flutter Brazil’s Chief Marketing Officer, Alvaro Garcia, said the new structure reflects the realities of a fast-evolving market.
“The complexity of the regulated market and the magnitude of a World Cup year require dedicated specialists on each front of the battlefield. Giusti will ensure the institutional solidity and transparency needed to engage with the market and regulators.”
He added:
“Sherlock allows us the agility and creativity to amplify our brands among 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.”
