National Lottery operator Allwyn is sprinting into summer with a Paris 2024 Olympics campaign featuring three new draws.
The activity, which includes a range of TV and radio ads, as well as POS assets in Allwyn’s 40,000 retail partners, celebrates the positive impact of Good Causes funding on the nation, raised by National Lottery players. In this case, by providing vital funding for Team GB and ParalympicsGB athletes to allow them train full time, have access to the world’s best coaches and benefit from pioneering technology, science and medical support.
To boost sales of the Team GB and ParalympicsGB £1 Scratchcard, which launched last month, and get customers into the Olympic and Paralympic spirit, retailers will have received a new double-sided dispenser POS, which can be sited from today (22 July) in time for the start of the Games.
In addition, the company is launching three special event draws in August and September.
First up, a special £15m Lotto ‘Must Be Won’ draw will be under starter’s orders on Saturday 3 August and could provide as much as a 53%* boost in sales for the draw. A huge EuroMillions 10 UK Millionaires draw then takes its starting position on Friday 16 August and – with 10 UK ticket-holders guaranteed to win £1m each – could provide an uplift in retail sales by as much as 43%**. And closing off the spectacular Paris Games will be another mega £15m Lotto ‘Must Be Won’ draw on Saturday 7 September, which will again offer up to a 53%* sales boost. Special POS to support all three draws will be landing at retailers in the weeks before they take place.
To further celebrate National Lottery player and retailer support for our athletes at Paris 2024, Allwyn will also be staging two iconic Homecoming events – The National Lottery’s Team GB Homecoming on 17 August in Manchester and The National Lottery’s ParalympicsGB Homecoming on 12 September in Birmingham. In addition to the two ballots which National Lottery players can enter to win free tickets to the star-studded events, National Lottery retailers will also have the chance to win tickets through a special Retailer Hub online competition – more details of which will be announced in the coming weeks.
Allwyn’s Director of Retail, Alex Green, said: “We’re excited to be launching this unmissable Paris 2024 campaign that champions National Lottery player support for Team GB and ParalympicsGB at the Paris 2024 Games. Their support continues to be absolutely vital to the success of our athletes, and so it made perfect sense to centre the campaign on National Lottery players to celebrate and thank them for the impact they’ve made.
“As well as celebrating the Games, this incredible Paris 2024 activity will help shopkeepers boost their National Lottery sales and sales commission, all while helping to raise even more money for National Lottery-funded projects.”
In total, £1.5bn of National Lottery funding has been invested into elite sport – with over 6,800 individual elite athletes having been supported to chase their dreams since 1997. Through selling and buying National Lottery tickets, National Lottery retailers and their customers play a vital role in helping to support our brilliant athletes at Paris 2024 and beyond.
*Based on Lotto special event sales 1 July 2023 vs base sales 24 June 2023.
***Based on 15 September 2023 Millionaire Maker event retail sales uplift vs 4 August 2023 retail base sales.
