Sazka rebrands entire business as Allwyn

The identity created in the UK for its National Lottery bid will be expanded to the whole company as it eyes further expansion.

Czech Republic.- The Czech lottery operator Sazka has its sights on global expansion, and it will adopt a new corporate identity in the process.

The group revealed the new brand Allwyn in April to lead its bid for the next British National Lottery licence, but it’s now expanding use of the brand.

With immediate effect, the Allwyn brand will now cover all of Sazka’s business, which includes lottery operations in Austria, Cyprus, Greece, and Italy. It also runs casinos in Austria through its Casinos Austria subsidiary and sports betting in Greece, Cyprus and the Czech Republic.

Sazka, whose CEO is Robert Chvatal, was established in 1956. The company said the change reflects its development into an international business. It has already updated all branding on its website under the name Allwyn Entertainment.

It said: “The change comes as the company evolves from a pan-European lottery operator into a
global business. Allwyn will retain its iconic, local brands that are cherished by both its consumers and employees and drive the continuous strong growth of the company.”

Allwyn is competing for the fourth National Lottery licence in the UK against Camelot, Italian lottery operator Sisal, and Health Lottery operator Northern Shell. Its bid team features several high-profile appointments, including David Craven as chief executive, Sir Keith Mills as bid chair and Lord Sebastian Coe.

The Gambling Commission is expected to announce its preferred National Lottery bidder in February following a delay in the process. The new licence will start in February 2024.