Flutter plans big spending to boost FanDuel market position

FanDuel plans higher marketing costs to reverse declining market share and fight off strong rivals.

Written by the BettingEdgeHub desk, 7 September 2026

FanDuel is increasing marketing spend in the second half of the year. The parent company aims to win back sports bettors through larger promotions and better customer acquisition. This strategy caused the stock price to drop recently as profits take a short term hit.

Rival competition remains fierce

DraftKings is pushing hard for new customers ahead of the football season with massive promotional events. Data shows DraftKings app downloads are up significantly compared to last year. FanDuel lost some of its leading market share due to strong moves from competitors like bet365 and Fanatics.

History of successful spending

The parent company used this exact playbook before in international markets with great success. Increased promotional spending in past years eventually led to much higher earnings and reversed declining market share. Management expects the same positive results in the United States.

Bettors can expect bigger sign up bonuses and enhanced odds as FanDuel tries to regain customers from its main rivals.

What it means for a bet

Expect better promotions and bigger sign up offers as sportsbooks fight for your business.

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