Sazka creates new brand Allwyn for UK operations

Sazka will group UK operations under the name Allwyn as it works on its bid for the National Lottery.

UK.- The Czech lottery giant Sazka Group has created a new corporate identity for its push into the UK as it advances with its bid to run the National Lottery. 

Sazka’s UK operations, including several digital platforms already active, will be grouped under the name Allwyn.

The new brand, which was created with the London-based agency North, will be run alongside Sazka’s other European operations in the Czech Republic, Austria, Greece, Cyprus and Italy. 

Sazka chief executive, Robert Chvátal, said: “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.

“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.“

Sazka is bidding for the fourth UK National Lottery licence, competing against the incumbent operator Camelot, which has run the National Lottery since its inception, India’s Sugal & Damani and now Italian lottery operator Sisal.

Allwyn has appointed Amanda Horton-Mastin, CEO of community organisation Semble, to the advisory board for its bid, which is being led by Sir Keith Mills, the former chairman of the London Olympics. Horton-Mastin previously worked with the well-known British charity Comic Relief.

She said: “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. 

“The National Lottery and its distributors have an excellent record of funding vital projects all across the UK both in communities and in the arts, sports and heritage sectors.”

Mills said: “With innovative partners still to come on board, an experienced steward in Sazka Group – Europe’s leading lottery operator – and an impressive advisory board that includes Justin King and Brent Hoberman, Allwyn is building an exciting future proposition for the UK market.”