In December 2025, Flutter Entertainment PLC announced that Sally Susman, Pfizer’s Executive Vice President and Chief Corporate Affairs Officer, would join its Board as a non-executive director following the company’s Annual General Meeting on May 29, 2026, bringing extensive global communications and corporate affairs experience from roles at Pfizer, Estée Lauder, and American Express.
This appointment comes shortly after the UK Budget introduced sharp increases in online gaming and sports betting taxes, putting Susman’s regulatory, stakeholder, and reputation management expertise at the center of how Flutter responds to a tougher policy climate.
We’ll now examine how the sharp UK gaming tax increases, and Flutter’s mitigation plan, may reshape its investment narrative.
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To own Flutter today, you need to believe that its scale, product innovation and expansion in newer markets like the US and Brazil can more than offset pressure from higher taxes and regulatory scrutiny. The sharp UK gaming tax hikes look like the most important short term catalyst and risk, and the Sally Susman appointment mainly supports Flutter’s long run response rather than changing that near term earnings debate.
Among recent updates, the UK Budget’s step up in online gaming tax from 21% to 40% by 2026 and higher sports betting duty stands out, because it directly affects Flutter’s UK profit pool. Management’s two phase response of near term cost cuts and longer run efficiency gains will be central to whether the company can keep funding new market growth while already carrying US$8.5 billion of net debt.
Yet investors should also be aware that if higher UK taxes spread or intensify, Flutter’s leverage could quickly look more uncomfortable…
Read the full narrative on Flutter Entertainment (it’s free!)
Flutter Entertainment’s narrative projects $23.5 billion revenue and $2.5 billion earnings by 2028. This requires 16.4% yearly revenue growth and an earnings increase of about $2.1 billion from $366.0 million.
Uncover how Flutter Entertainment’s forecasts yield a $303.07 fair value, a 38% upside to its current price.
FLUT 1-Year Stock Price Chart
Seven fair value estimates from the Simply Wall St Community range from US$162.65 to US$1,000 per share, underscoring how far opinions can diverge. When you set that against rising UK tax burdens that could compress Flutter’s margins, it becomes even more important to weigh several different views on the company’s future performance.
Explore 7 other fair value estimates on Flutter Entertainment – why the stock might be worth over 4x more than the current price!
Disagree with existing narratives? Create your own in under 3 minutes – extraordinary investment returns rarely come from following the herd.
A great starting point for your Flutter Entertainment research is our analysis highlighting 3 key rewards that could impact your investment decision.
Our free Flutter Entertainment research report provides a comprehensive fundamental analysis summarized in a single visual – the Snowflake – making it easy to evaluate Flutter Entertainment’s overall financial health at a glance.
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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.
Companies discussed in this article include FLUT.
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