Sales & Marketing
Flutter Entertainment Sales & Marketing decreased by 10.8% to $966M in Q1 2026 compared to the prior quarter. Year-over-year, this metric grew by 15.0%, from $840M to $966M. Over 3 years (FY 2022 to FY 2025), Sales & Marketing shows an upward trend with a 6.9% CAGR.
Analysis
How to read this metric
High spending is necessary for growth in competitive markets, but excessive spending relative to revenue may indicate diminishing returns on acquisition.
Detailed definition
Selling and marketing expenses include costs associated with customer acquisition, advertising campaigns, promotional bo...
Peer comparison
Highly comparable across consumer-facing digital platforms; often analyzed as a percentage of revenue to gauge acquisition efficiency.
selling_and_marketingHistorical Data
| Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $753.5M | $753.5M | $753.5M | $753.5M | $882M | $667M | $701M | $1.53B | $881M | $746M | $748M | $830M | $840M | $789M | $966M | $1.08B | $966M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +17.1% | -24.4% | +5.1% | +117.7% | -42.3% | -15.3% | +0.3% | +11.0% | +1.2% | -6.1% | +22.4% | +12.1% | -10.8% |
| YoY Change | — | — | — | — | +17.1% | -11.5% | -7.0% | +102.5% | -0.1% | +11.8% | +6.7% | -45.6% | -4.7% | +5.8% | +29.1% | +30.5% | +15.0% |
Business Segments
| Segment | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 |
|---|---|---|---|---|---|---|---|---|
| U.S. | — | — | — | $374M | $219M | $307M | $419M | $379M |
| International | — | — | — | $309M | $376M | $413M | $422M | $376M |
| Australia | $55.75M | $55.75M | $55.75M | — | — | — | — | — |
| UKI | $175M | $175M | $175M | — | — | — | — | — |
| Total | $746M | $748M | $830M | $840M | $789M | $966M | $1.08B | $966M |
Australia, UKI are derived from annual filings.
Australia, UKI were previously reported and have since been discontinued or reclassified. Only currently active segments are shown in the chart.
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Flutter Entertainment's sales & marketing?
- Flutter Entertainment (FLUT) reported sales & marketing of $966M in Q1 2026.
- How has Flutter Entertainment's sales & marketing changed year-over-year?
- Flutter Entertainment's sales & marketing increased by 15.0% year-over-year, from $840M to $966M.
- What is the long-term trend for Flutter Entertainment's sales & marketing?
- Over 3 years (2022 to 2025), Flutter Entertainment's sales & marketing has grown at a 6.9% compound annual growth rate (CAGR), from $3.01B to $3.68B.
- What does sales & marketing mean?
- Costs incurred to attract new customers and retain existing ones through advertising and promotions.