Flutter Entertainment shares rose more than 7% on Aug. 28 as FanDuel stepped up its push for new sportsbook users ahead of the 2026 NFL season. The operator is offering new users up to $350 in guaranteed bonus bets, adding to a period of increased promotional spending. The company is counting on stronger performance during the NFL season to help support U.S. sportsbook growth after what’s been a challenging year.
FanDuel is making a push for new users ahead of the NFL season with a promotion offering up to $350 in guaranteed bonus bets. Under the FanDuel NFL promo, new users who wager at least $5 each day for seven consecutive days receive $50 in bonus bets per day. The promotion runs from Aug. 24 through Sept. 20.
The offer comes as FanDuel increases spending to attract and retain sportsbook customers. In Q2 2026, promotional spending represented 5.4% of U.S. sportsbook handle, up from 4% a year earlier. Flutter’s U.S. sales and marketing expenses also climbed 61% year-over-year to $353 million.
That investment is notable heading into football season. Flutter has already indicated that it is betting on a bounce-back for FanDuel during NFL season, with management expecting stronger growth during one of the busiest periods of the betting calendar. The $350 offer provides a clear example of the company emphasizing that strategy.
FanDuel is also using product development to strengthen its NFL offerings rather than relying on bonus incentives. Ahead of the 2026 season, the sportsbook introduced several new features designed to improve how users research and place wagers.
Those updates include an expanded Bet Protect+ feature for NFL player props, enhanced player pages, and Ask AceAI, an in-app tool that helps users research betting markets. FanDuel has also continued expanding its Rewards Club, giving users another reason to remain active on the platform.
These additions show that FanDuel’s NFL strategy extends beyond customer acquisition. The company is also investing in features aimed at improving retention and increasing engagement once users are already on the sportsbook.
The increased investment around FanDuel also fits with Flutter’s broader focus on the U.S. market. On Aug. 3, Flutter completed its delisting from the London Stock Exchange, leaving its shares solely listed on the New York Stock Exchange.
With FanDuel remaining a major part of Flutter’s U.S. operations, the company’s promotional spending and new sportsbook features reinforce the importance of the American market to its overall strategy.
The 2026 NFL season will provide an important test of whether FanDuel’s increased spending can translate into growth. The company is combining aggressive promotions with new betting features and loyalty tools at a time when Flutter is placing greater emphasis on the U.S. market.
If FanDuel can turn that investment into higher engagement and improved revenue, it could help support the rebound Flutter is targeting after a difficult stretch. The challenge will be balancing customer growth with the rising cost of promotions in a competitive market.
