Allwyn, operator of The National Lottery, has launched its summer-long "Paris 2024" campaign – which 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 unmissable campaign – 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 raised by National Lottery players. In this case, it is 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.
Paris 2024 fever has already started sweeping through National Lottery retailers with the special edition Team GB and ParalympicsGB £1 Scratchcard, launched last month. To boost sales of this Scratchcard 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.
More in the way of activity 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 will start on Saturday 3 August and could provide as much as a 53 per cent* boost in sales for the draw. A EuroMillions 10 UK Millionaires draw then takes its starting position on Friday 16 August and – with 10 UK ticket-holders guaranteed to win £1 million each – could provide an uplift in retail sales by as much as 43 per cent**.
Closing off the Paris Games will be another £15 million Lotto "Must Be Won" draw on Saturday 7 September, which will again offer up to a 53 per cent sales boost*. Special POS to support all three draws will be landing at retailers in the weeks before they take place, ready to be sited to support sales.
To further celebrate National Lottery player and retailer support for our athletes at Paris 2024, Allwyn will 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.
“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," said Allwyn’s Director of Retail, Alex Green. "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.”
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.
*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.
Rural Affairs Secretary Mairi Gougeon 
Andrew Goodacre
Andrew Goodacre
