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Allwyn UK will celebrate an unmissable Olympic and Paralympic Games for UK audiences.
This week, the National Lottery will debut its Paris 2024 campaign in support of Team GB Olympian and Paralympian athletes competing in the summer games.
As detailed, the campaign “celebrates the unique and authentic role that The National Lottery plays in the journeys of Team GB and ParalympicsGB athletes to the 2024 Games, and the players who helped them get there simply by buying a ticket.”
The National Lottery’s Paris 2024 campaign and branding will be promoted via TV and radio ads, as well as retail assets across Allwyn UK’s 40,000 retail partner network.
Of significance, Allwyn promotes the National Lottery as the main backer of Team GB and ParalympicsGB athletes, allowing them to train full-time, access the world’s best coaches, and benefit from pioneering technology, science, and medical support.
Paris 2024 activities have begun via National Lottery retailers with the special edition Team GB and ParalympicsGB £1 Scratchcard launched last month. To boost sales of this iconic Scratchcard and get customers into the Olympic and Paralympic spirit, retailers have received a new double-sided dispenser POS, which can be sited from today (22 July) in time for the start of the Games.
More activities to celebrate Paris 2024 will see three massive special event draws heading to the starting blocks in August and September, helping to get players racing into stores to buy their tickets.
First up, a special £15 million Lotto ‘Must Be Won’ draw on Saturday 3 August could boost sales by 53%, followed by a EuroMillions 10 UK Millionaires draw on Friday 16 August, which could uplift retail sales by 43%. Closing the Paris Games, another £15 million Lotto ‘Must Be Won’ draw on Saturday 7 September is expected to again boost sales by 53%, with special POS for all three draws arriving at retailers in the preceding weeks.
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.
In total, £1.5 billion 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.
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.
“We’ve also got lots happening in retail to create a real in-store buzz around the Games – with special event draws, Scratchcards and eye-catching POS. Then to really take the celebrations up a notch, we’ll be hosting two huge National Lottery Homecoming events which players and retailers will have the chance to get free tickets to. 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.”
