Flutter Entertainment has finalized a deal to acquire a 56% interest in NSX Group, operator of the well-known Brazilian brand Betnacional. This initial purchase marks a significant move to establish a new branch, “Flutter Brazil,” with aspirations to complete the acquisition by the second quarter of 2025.

Under the terms of the agreement, Flutter will provide $350 million in cash and integrate its existing Betfair operations into the new Brazil division. Additionally, the arrangement includes provisions for Flutter to potentially increase its stake at the fifth and tenth anniversary of the deal’s closure.

Strategic move:

NSX Group runs Betnacional and manages other brands like Pagbet, MrJack.bet, and Betpix, which span across both iGaming and sports betting sectors. For 2024, NSX is projected to generate revenues close to $256 million with an adjusted EBITDA of about $34 million. Since its inception in Brazil in 2021, NSX has grown to command 12% of the country’s sports betting market and 9% of the overall online market, as per analyses by Regulus Partners and internal assessments.

Flutter sees the acquisition of NSX as a strategic move that aligns with its broader business objectives and anticipates it will enhance shareholder value. “We believe that combining the extensive local expertise of the NSX team, our existing Betfair business, and the power of the Flutter Edge, will create a compelling opportunity to capitalize on the growth opportunity in Brazil, which presents an exciting runway of future growth,” stated Peter Jackson, CEO of Flutter in a company press release.

The acquisition is positioned to strengthen Flutter’s competitive stance in a rapidly growing and newly regulated market. With the full regulation of Brazil’s online sports betting and iGaming sector expected in January 2025, Flutter anticipates that the merged entity will be excellently placed to exploit market opportunities.

Flutter’s localization strategy: emphasizing ‘local hero’ brands:

This acquisition is consistent with Flutter’s ‘local hero’ strategy, which focuses on adding established, locally recognized brands to its portfolio. This strategy aims to secure a leading market position in Brazil. The new Brazil business is expected to benefit significantly from a robust local management team, which will facilitate nimble, customer-oriented decision-making. It also gains an edge with a proprietary technology platform developed in Brazil.

Flutter also projects that the acquisition will drive synergies by incorporating NSX into the Flutter Edge technology framework. This integration is expected to enhance revenue by granting NSX access to proprietary pricing and risk management tools, enabling a distinct sportsbook offering.

“Flutter Brazil will be exceptionally well positioned to take full advantage of the significant growth opportunity in the newly regulating Brazilian market,” the company expressed. In line with its strategies applied in other newly regulated markets like the US, Flutter anticipates growing market share and securing future profitability through disciplined customer investment strategies, anticipating an adjusted EBITDA loss of roughly $90 million to $100 million for Flutter Brazil in 2025.

A further update on this acquisition will be provided by Flutter during its investor day on September 25.