Allwyn launches Paris 2024 Olympics campaign with new lottery draws

UK National Lottery operator Allwyn has launched a campaign for the Paris 2024 Olympics, featuring three new lottery draws. The campaign includes TV and radio advertisements, along with point-of-sale (POS) materials distributed to Allwyn's 40,000 retail partners.

The initiative highlights the positive impact of Good Causes funding raised by National Lottery players, specifically in supporting Team GB and ParalympicsGB athletes. This funding helps athletes train full-time, access top coaches, and benefit from advanced technology, science, and medical support.

To boost sales of the Team GB and ParalympicsGB £1 Scratchcard, which was launched last month, retailers have received a new double-sided dispenser POS.

The company is also introducing three special event draws in August and September. The first is a £15 million ($19.3 million) Lotto 'Must Be Won' draw scheduled for Saturday, August 3, which is expected to increase sales by up to 53%.

Following this, a EuroMillions draw on Friday, August 16, guarantees 10 UK ticketholders will win £1 million each ($1.3 million), potentially boosting retail sales by 43%.

The final event is another £15 million Lotto 'Must Be Won' draw on Saturday, September 7, also projected to increase sales by 53%. Special POS materials to support these draws will be distributed to retailers in the weeks leading up to the events.

Allwyn will also host two Homecoming events: The National Lottery’s Team GB Homecoming on August 17 in Manchester and The National Lottery’s ParalympicsGB Homecoming on September 12 in Birmingham.

National Lottery players can enter ballots to win tickets to these events, and National Lottery retailers will have an opportunity to win tickets through a special online competition on the Retailer Hub, with details to be announced soon.

“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,” Allwyn’s Director of Retail, Alex Green, said.

“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,” he added.