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95 Brand Capital Score

A weighted composite of this company’s brand-capital drivers, 0 to 100.

94Brand equityThe brand as a durable commercial asset, 0 to 100.
-1.2MomentumThe change in the score since it was last derived.
+17% YoYGrowthReported revenue growth year on year.
16SignalsPublished market signals that name this company.
B2C operatorFanDuel, PokerStars, Paddy Power, Betfair

Flutter Entertainment

Current signalBrazil Ban, New CEO 1 Oct

The read

Flutter Entertainment is the world's largest online gambling company, with $16.4B of revenue in FY2025. It runs the world's most valuable sports betting brand (FanDuel) alongside PokerStars, Paddy Power and Betfair.

Its brand portfolio is a masterclass in managing brand capital across different markets.

What is on this page

The public read on Flutter Entertainment. What it scores, what that score is built from, and where it sits against its shortlist. Plus all 16 market signals naming it. Every one of the 46 companies here is read the same way.

What a review adds

The free read stops at the position. A review adds the forward view: where it is losing you money, what closing it is worth, and the moves in order. It is scored from Flutter Entertainment’s own evidence, and you get it within 48 hours of asking.

The position

Where Flutter Entertainment’s value sits

What the name is carrying, and the figures this company is tracked on.

The Brand Capital Score is 0 to 100. It combines the 6 drivers below into one number. Every company on the board is scored the same way. It answers one question: how much of this company’s worth its brand and its customers have built, and how much it has to buy again every quarter.

Flutter Entertainment scores 95, brand equity 94. That is 1st of 21 operators. A buyer shortlists three to five names and compares only those, so the score reads as a position in the field.

Brand-capital position

Brand equity 94 is the highest among operators. Flutter runs four premium brand identities across different markets and audiences at once, each with clear positioning and strong conviction scores.

This multi-brand set is worth a $5B+ premium on company value over what a single-brand operator with the same revenue would command.

What is being tracked
  • Brazil's ban: Flutter expects about $70M less 2026 revenue and about $20M less EBITDA (profit before interest, tax and write-offs), and lists $539M of goodwill tied to Brazil. The shares fell 11.5% in five days to 29 Sep. Dan Taylor became group CEO on 1 Oct.
  • Q2 2026 revenue $4.326B, up 3% on last year, with a net loss of $296M and adjusted EBITDA (profit before interest, tax and write-offs) of $508M. Full-year EBITDA forecast cut by $210M to $2.655B to fund a $270M US push. The UK remote gaming duty rising from 21% to 40% carries a roughly $320M hit to 2026 EBITDA before $85M of mitigation. On 5 Aug the board confirmed a leadership handover: Peter Jackson steps down as group CEO on 30 Sep after eight years, International chief Dan Taylor takes over on 1 Oct, and Jackson advises through year-end.
  • Stock down about 46% in 2026 (about $19.3B market cap, 9 Jun) on the prediction-market threat
  • Confirmed 12 Jun it will leave the London Stock Exchange on 3 Aug, a full pivot to a New York listing
  • Countering with its own FanDuel Predicts product (Crypto.com + OG partnership, 10 Jun) plus World Cup game-style features
Peter Nikashin, Enterprise Value Architect
Peter Nikashin,
Enterprise Value Architect
▲ Reading Flutter Entertainment

Flutter Entertainment is performing ahead of its reputation. That gap is growth costing more than it should.

I grow your brand, your customers, and the money they bring in.

Your budget buys activity. I turn it into things that build over time: the price you can hold, the customers who stay, and what a buyer will pay for the business. Every move is specific, in order, and tied to a number.

Explore the system →

Every quarter you wait, the gap grows on itself.

The read in numbers

Flutter Entertainment against the board

Four views of one company — what the score is built from, how much of it is brand, who it is weighed against and which way it is moving. Hover any figure for what it means.

The driver scorecard
Revenue & growth 95
Brand equity 94
Product differentiation 94
Retention 92
Regulatory standing 90
Digital 96
Brand equity in rust.

The 6 things the composite is built from, each scored 0 to 100 on the same basis as every other company on the board.

Why it matters

A single score hides where the value sits. Two companies scoring 70 can be very different businesses. The difference is what a buyer pays for.

Strongest on Digital, weakest on Regulatory standing. Brand equity sits at 94, and that is the driver that keeps paying after a good quarter ends.

Brand equity against the composite
95 Composite 94 Brand equity
050100
-1points behind the composite
Brand is the drag on this score.

Both figures on one 0 to 100 axis. The banded distance between the two marks is the whole point of the chart.

Why it matters

Discounting can buy revenue. It cannot buy brand equity. When brand sits below the overall score, the business has to keep re-earning its position. That shows up in the price a buyer will pay long before it shows up in revenue.

Brand equity trails the composite by 1. The business is performing ahead of its reputation, so growth is costing more than it should.

The nearest peers
Flutter Entertainment 95
Entain 86
DraftKings 85
Bet365 83
BetMGM 80
Caesars Sportsbook 76
This company in rust.

The five companies scored closest to this one, ranked by composite.

Why it matters

Nobody is evaluated against the whole market. A buyer builds a shortlist of three to five comparable names, and these are the ones that would sit on it.

Within this set the spread is 19 points, so the composite alone will not separate them. Whatever decides the shortlist happens on the drivers underneath.

Momentum against the cohort
Flutter Entertainment -1.2
Cohort median flat
Centre line is no change.

This company's score change beside the median change across its side of the board. The centre line is no movement.

Why it matters

Direction matters more than level over time. A company gaining on a flat field is building its position. One sliding while the field rises is losing ground twice.

Moving at -1.2 against a group median of flat. Losing ground relative to the field even before the absolute change is read.

The next step on Flutter Entertainment

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The review, the diagnostic and the market-data forecast: what the company is worth today, where it is losing value, and what the next four quarters look like if nothing changes.

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