SAZKA changes UK identity to Allwyn to bolster National Lottery bid

SAZKA Group has established ‘Allwyn’ as its new UK market corporate identity, as the Czech gambling conglomerate expands its efforts to win the fourth National Lottery licensing competition.

This morning, SAZKA unveiled Allwyn as its new business subsidiary, merging all of its UK operations and assets under a single strategic unit.

Allwyn has been added to SAZKA’s portfolio, which includes the European gambling assets of OPAP (Greece), Lotto Italia, Casinos Austria and SAZKA’s Czech home market properties.

In its statement, SAZKA underlined that it operates a “tailored brand relevant for the local market, and its lottery operating companies are staffed by experienced local team members who understand the latest market trend and drivers”.

Moving forward, SAZKA’s pursuit of the National Lottery will be maintained by Allwyn, with Sir Keith Mills leading its bid committee.

“At Allwyn, as part of SAZKA Group, we make lotteries better so that they can serve as a force for good. We often do this by bringing the fun back to lotteries that have lost their spark, while always safeguarding our players – ensuring sustainable growth and more money to good causes along the way,” Mills remarked.  

Launching Allwyn, SAZKA backed its credentials as the optimal lottery steward, citing its track record in delivering record revenue growth in each market during the last five years –  “far exceeding the average European lottery market growth”. 

“I’m extremely proud of our success across Europe and I’m hopeful of continuing this journey in the UK by supporting the creation of Allwyn for the UK market,” commented SAZKA Group CEO Robert Chvátal.

“Since 2013, our track record has spoken for itself: huge sales growth, more people playing, billions back to governments for good causes, and a robust approach to player protection. Allwyn can bring the same sort of innovative thinking and success to the UK.”

Stepping up its UK ambitions, SAZKA further announced that Amanda Horton-Mastin, the former Event Director of Comic Relief, had joined its National Lottery advisory board to provide guidance and oversight on good cause directives.   

The current CEO of corporate and community fundraising organisation Semble, Horton-Mastin joins Justin King CBE, Brent Hoberman CBE, and Charles Garland on Allwyn National Lottery bid advisory board.  

“I am really excited about the role that Allwyn can play in helping the National Lottery support the UK to rebuild after the long-term effects of the pandemic,” said Horton-Mastin.

“Growing support for Good Causes is a driving force for me and all the team at Allwyn and, with SAZKA Group’s digital expertise and innovative approaches, there will be excellent opportunities for developing the future Good Causes proposition in the UK.”

Check Also

Sazka Entertainment appoints Lord Coe as first independent advisor

Sazka Entertainment has appointed four-time Olympic medalist Lord Sebastien Coe to its Board of Directors. Lord Coe …

SAZKA rides high off 68% EBITDA growth ahead of full unit comeback

SAZKA Group remains confident in its full-year financial outlook, as the enlarged Czech gambling conglomerate …

Allwyn backs Made By Sport #PoweringGoodTogether mental health campaign

Allwyn, the UK subsidiary of the SAZKA Group, that seeks to become the next steward …