SAZKA appoints tech guru Brent Hoberman as National Lottery bid advisor

Brent Hoberman (CBE) has become the latest business figurehead to join the ‘UK advisory board’ for SAZKA Group, providing support and guidance to Sir Keith Mills’ bid team competing to win the Fourth National Lottery Licence.

Recognised as one of the UK’s most successful digital entrepreneurs, Hoberman will join SAZKA’s bid advisory chaired by former Sainsbury’s Plc chief executive Justin King (CBE).

The founder of, the online travel and holiday retailer regarded as one of the UK’s earliest digital success stories, Hoberman will advise SAZKA’s bid team on tech innovation and customer experience, aiming to revamp the National Lottery for modern audiences.

“Brent’s expertise and entrepreneurial mindset will help us in our efforts to overhaul The National Lottery’s approach to digital innovation, ensuring that this institution is future-proofed so it can quickly integrate new technologies. With Brent on board, SAZKA Group will be a proactive operator that embraces technology to improve the digital experience, while always safeguarding players,” said Mills.

Having sold to US tech firm Sabre in 2005 for £1 billion, Hoberman continues to influence prominent UK start-ups and government bodies as executive chairman of ‘Founders Factory’ and ‘Founders Forum’ – organisations preparing UK business for the next stage of enterprise innovation and generational change.

“Britain needs a National Lottery that is digital-first, technologically-sound, and accessible and relevant to disparate audiences who are accustomed to consuming their media and entertainment across many different channels,” commented Hoberman.

“I see so much untapped potential, and by teaming up with SAZKA Group, a global leader in lottery technology, I’m confident we can build a world-class National Lottery that sets the standard for the way all other lotteries around the world operate in the 21st century.”

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