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Flutter Brazil announced a significant restructuring of its Public Relations operations in the country, with the aim of reinforcing its institutional and brand presence during what is expected to be a decisive year for the regulated betting market. The new structure follows the appointment of Galeria as the company’s new Lead Advertising Agency and reflects a wider strategy aimed at adapting communication efforts to a more complex and competitive environment that 2026 will be, a year marked by both the consolidation of regulation in Brazil and the FIFA World Cup.
For the current cycle, Flutter Brazil has invested in a PR model based on specialization: the division of responsibilities between two agencies with complementary roles. Giusti Comunicação will focus its work on Corporate Reputation, while Sherlock Communications will be in charge of Brand PR, especially with Betfair and Betnacional, two of the flagship brands in the group’s betting portfolio in Brazil.
A Specialized and Integrated PR Model
The new setup is intended to yield more depth, agility, and clarity in communication. According to the company, this division of responsibilities means each of these agencies will be able to achieve a high level of expertise individually, while maintaining alignment with a broader, integrated communications ecosystem.
Both PR agencies will work in full coordination with Galeria, which leads the advertising strategy, and with Monks, responsible for social media and content; Lean provides regional support in Brazil’s Northeast. The atoric framework includes internal Flutter Brazil teams and closes what the company describes as a robust and multidisciplinary communication structure.
Corporate Reputation and Institutional Communication
In the new model, Giusti Comunicação, as a holding company, is in charge of all corporate and institutional communications for Flutter Brazil. Its scope includes reputation management, business and economic media relations, crisis communication, and regulatory affairs.
That’s an important position, considering the new regulatory environment for betting in Brazil. While authorities continue to enact and enforce new regulations, companies within the sector are getting much scrutiny from regulators, the press, and the public. Giusti’s mandate is to ensure consistency, transparency, and credibility in Flutter Brazil’s institutional positioning.
Brand PR for Betfair and Betnacional
Sherlock Communications will lead Brand PR efforts for Betfair and Betnacional to drive media strategies that improve the brand’s visibility and interaction with sports fans. Sherlock has worked with Betfair across Latin America since March 2020, bringing continuity and regional experience to the role.
By siloing brand-centric communication from corporate messaging, Flutter Brazil is trying to free up its consumer-facing brands for better flexibility and creative momentum during events such as the World Cup, which inevitably heightens competition for audiences.
Executive Perspective on the New Structure
Commenting on the decision, Flutter Brazil’s Chief Marketing Officer, Alvaro Garcia, underlined the necessity for specialization in an ever-evolving marketplace. “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.”
Garcia 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.”
About Flutter Brazil
Flutter Brazil is one of the biggest sports betting ecosystems in the country. The company was created with the merger of NSX Brasil, owner of Betnacional, with Flutter Entertainment, a global leader in the betting industry and owner of Betfair.
The operation is run by Brazilian executives, ensuring a strong local DNA and close alignment with the national market-something essentially important in view of public and regulatory communication. Putting advanced global technology together with deep local market knowledge, Flutter Brazil aims to deliver an entertainment experience that is safe, transparent, and responsible.
It also strengthens its commitment to the healthy development of the betting market through a strong partnership with the Brazilian Institute of Responsible Gaming and places itself as an active player in the construction of best practices for Brazil’s regulated market.
Source: iGaming Brasil
