Between regulation and public perception, the CMO of Flutter Brazil spoke about the new reality of the betting sector at Rio Innovation Week.
Regulation has opened a new chapter for the betting market in Brazil. Alvaro Garcia, CMO of Flutter Brazil, spoke about what comes next during the panel “Bets in the spotlight: how the sector is positioning itself,” at Rio Innovation Week last Wednesday, the 5th. The executive discussed the challenges of communication, advertising, sports sponsorship, and building trust after the start of the regulated betting market in Brazil.
Alongside Guilherme Figueiredo, Director of Institutional Relations at Betano Brasil, and Antonio Guerardi, CMO of Ana Gaming, Alvaro participated in a debate moderated by journalist Felipe Lobo about advertising, sports sponsorship, brand building, and responsible gaming in a market undergoing a new phase.
According to the executive, regulation was an important step in organizing the sector, but challenges remain. In a more structured market, companies need to demonstrate how they translate the new requirements into concrete practices, with clearer advertising, consumer protection, responsible gaming tools, governance, and accountability in sports sponsorships.
“Regulation has changed how the sector operates, but it has also changed the level of expectation for companies. Complying with all the rules is only the starting point. The consolidation of this market will depend on how brands communicate, protect their consumers, support sports responsibly, and build relationships of trust over time,” says Alvaro Garcia.
During the panel, Alvaro presented Flutter Brazil's vision, the company that manages the Betnacional and Betfair brands , on the evolution of the market since the beginning of regulation and on how governance, technology, consumer protection, and responsible communication have gained even more relevance in building a sustainable and reliable industry.
For Alvaro, the consolidation of the sector will depend not only on regulatory evolution, but also on the ability of companies to align all their daily internal processes with compliance with the rules and, above all, on how these good practices will be perceived by society.
In its sixth edition, Rio Innovation Week took place between August 4th and 7th at Pier Mauá in Rio de Janeiro. The event brought together companies, experts, entrepreneurs, and leaders to discuss trends in technology, innovation, business, and digital transformation.
Alvaro Garcia has been with Flutter Brazil since June 2025, leading the marketing strategy for the Betnacional and Betfair brands. With nearly 30 years of experience, he has worked for companies such as Mondelēz Brasil, Diageo, Grupo Boticário, and Kellogg's, where he led strategies for brands like Lacta, Bis, Oreo, Trident, Halls, and Club Social. Recognized by Forbes as one of the best CMOs in Brazil, he holds a degree in Business Administration from FGV, with postgraduate studies from the same institution, and serves as a director of the Brazilian Advertisers Association (ABA).
About Flutter Brazil
Flutter Brazil is one of the largest sports betting ecosystems in the country, resulting from the merger between NSX Brasil, the Brazilian company that owns Betnacional, and Flutter Entertainment, a global leader in the sector and owner of Betfair. With operations led by Brazilians, ensuring a national DNA for the brands and proximity to the market—a fundamental point for public and regulatory communication—the company combines cutting-edge technology with a deep understanding of the audience, promoting a safe, transparent, and responsible entertainment experience. Flutter Brazil reinforces its commitment to the healthy development of the sector through a solid partnership with the Brazilian Institute for Responsible Gaming (IBJR).
