Flutter Entertainment CEO Peter Jackson explores how the “Flutter Edge” underpins the Group’s global dominance, drawing parallels with the competitive strengths that legendary football manager Sir Alex Ferguson developed at Manchester United.
Reflecting on the conclusion of the European Championships and the onset of a new football season, Jackson recalls a comment by Ferguson during his final season in 2012-2013. Despite Manchester United having secured their 13th Premier League title weeks earlier, Ferguson criticized his team for their lack of intensity following a narrow loss to Chelsea, underscoring his relentless pursuit of excellence.
Similarly, Jackson highlights the importance of maintaining a competitive edge within Flutter Entertainment, which operates the world’s largest online sports betting and gaming business. This core principle has driven success across key markets such as the US, the UK, Ireland, and Australia.
The “Flutter Edge” refers to the company’s ability to leverage its global scale to create unique competitive advantages through talent, product, technology, and capital. These strengths are particularly evident within Flutter’s UK and Ireland division, home to brands like Sky Betting and Gaming, Paddy Power, and Betfair.
Drawing from Ferguson’s teachings at Harvard Business School, Jackson outlines key strategies that contribute to Flutter’s competitive edge:
Rebuilding and Developing Teams: Successful businesses and teams are composed of extraordinary individuals. At Flutter, talent is continuously nurtured and diversified. The company promotes mobility, with many colleagues starting their careers in Dublin, London, or Leeds before moving to key positions at FanDuel in the US.
Adapting to Change: Leading change, rather than reacting to it, is a hallmark of Flutter’s strategy. The company has a history of product innovation, with brands like Paddy Power and Betfair pioneering industry advancements. This culture of innovation continues to provide a significant competitive advantage.
Strong Technological Foundations: Reliable and scalable technology is crucial in the fast-paced online betting and gaming sector. Flutter’s well-invested tech platforms manage extensive operations, allowing seamless integration and global product distribution.
Strategic Investments: Similar to Ferguson’s investment in ensuring Manchester United’s success, Flutter invests strategically to maintain its competitive edge. The financial performance of the UK and Ireland division supports substantial investments in other markets, enhancing global brand presence and market share.
Jackson concludes by noting that, unlike Manchester United in recent years, Flutter remains vigilant in maintaining and sharpening its competitive edge, ensuring continued success in the global iGaming industry.
