Flutter (FanDuel) advertising spend, FY2025

Flutter (FanDuel) (FLUT) reported $2.1B of advertising expense for the fiscal year ended Dec 31, 2025. That is 12.5% of revenue of $16.4B. Up 4.4% from FY2024.

Ad spend, FY2025
$2.1B
year ended Dec 31, 2025
Change vs prior year
+4.4%
vs FY2024
Share of revenue
12.5%
of $16.4B revenue
Rank by ad spend
#35
of 336 companies

Key facts

  • Ad spend is 14x its FY2016 level ($142M), in line with revenue (14x).
  • FY2025 is the highest year on file, going back to FY2016.
  • Largest increase +15.4% in FY2024.
  • Ad spend has risen 3 years in a row.
  • Flutter (FanDuel) spends more on advertising than 90% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.4x the median of 5.2%.

Ad spend by fiscal year

$0 $1B $2B $3B FY2016 (ended 2016-12-31): $142M 2016 FY2017 (ended 2017-12-31): $162M 2017 FY2022 (ended 2022-12-31): $1.6B 2022 FY2023 (ended 2023-12-31): $1.7B 2023 FY2024 (ended 2024-12-31): $2B 2024 FY2025 (ended 2025-12-31): $2.1B 2025 $2.1B

Ad spend as % of revenue

0% 5% 10% 15% 20% FY2016 (ended 2016-12-31): 12.3% 2016 FY2017 (ended 2017-12-31): 12.4% 2017 FY2022 (ended 2022-12-31): 17.2% 2022 FY2023 (ended 2023-12-31): 14.4% 2023 FY2024 (ended 2024-12-31): 14.0% 2024 FY2025 (ended 2025-12-31): 12.5% 2025 12.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $2.1B +4.4% $16.4B 12.5% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $2B +15.4% $14B 14.0% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $1.7B +4.7% $11.8B 14.4% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 31, 2022 $1.6B n/a $9.5B 17.2% AdvertisingExpense 10-K Mar 4, 2025
FY2017 Dec 31, 2017 $162M +14.2% $1.3B 12.4% MarketingExpense 40-F Mar 14, 2018
FY2016 Dec 31, 2016 $142M n/a $1.2B 12.3% MarketingExpense 40-F Mar 14, 2018

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Flutter (FanDuel) in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
30 Baidu $2.2B 11.9% +15.8% FY2025
31 Intuit $2.2B 10.3% +4.8% FY2026
32 Uber $2.2B 4.2% +15.8% FY2025
33 AbbVie $2.1B 3.4% 0.0% FY2025
34 Meta $2.1B 1.0% +1.5% FY2025
35 Flutter (FanDuel) $2.1B 12.5% +4.4% FY2025
36 Netflix $2B 4.4% +12.5% FY2025

Full ranking of 336 companies · Biggest increases #187

Questions

How much does Flutter (FanDuel) spend on advertising?

Flutter (FanDuel) spent $2.1B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Flutter (FanDuel) spend on advertising?

12.5% of revenue in fiscal 2025 ($2.1B of $16.4B). The median across the 336 companies tracked is 5.2%.

Is Flutter (FanDuel) spending more on advertising?

Yes. Ad spend rose 4.4% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Flutter (FanDuel) rank by advertising spend?

#35 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Flutter (FanDuel)'s advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0001635327-26-000005
Company
Flutter Entertainment plc, CIK 1635327, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Flutter (FanDuel) advertising spend, FY2016-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/flutter-entertainment/advertising-spend/
Download
CSV, all years · CSV, all 336 companies