Sazka on Quest to Ensure National Lottery License

Due to upcoming bid for the UK National Lottery, the European lottery group Sazka hired Justin Kind, the former Sainsbury’s chief executive as an adviser.

King was a chief executive for Sainsbury for 10 years. He is an experienced figure in the gambling world, who also served as vice chairman for Terra Firma, private equity firm.

His extensive knowledge and experience will serve Sazka to manage the loses due to the current coronavirus pandemic. He is also the first and the only person appointed to a new advisory board working on Sazka’s tender.

The new retail strategy

King’s job will be to work on the company’s retail strategy along with bid chair Sir Keith Mills. The aim is to work out ways for the National Lottery to compensate for the loses after the pandemic.

Regarding the compensation process, King stated: “Getting people back to their local high street post Covid-19 requires fresh thinking, an innovative approach, and recognition that the National Lottery can play an integral role in that recovery,”

He added that the main goal is to bring back those customers that stopped playing during the long period of the pandemic. On the other hand, they needed to engage the new public as well will fresh new ideas. “A vibrant and growing lottery is the only way to guarantee more funding for good causes, which is crucial for helping Britain to build back better”.

Sazka started a campaign to “freshen up” the National lottery in October last year. The lottery group appointed to lead its tender for the UK’s National Lottery license, the man behind London’s successful bid for the 2021 Olympics.

Sir Keith Mills stated at that time, that the UK National Lottery was a national treasure that needed to “grow and be engaging if it is to continue to fund the thousands of good causes every year”.

Mills’ main goal when working with King will be to “ensure the lottery connects with people right across the country, making it fresh and exciting as it once was, bringing new ways that are relevant for today and tomorrow’s generation.”

Sazka, which is currently the largest lottery owner in Europe, made a bid last year to take UK’s National Lottery from long-time operator Camelot. Even though Camelot received a significant cash injection to make sure it keeps its place as a leading lottery operator, with the help of Mills, Sazka continues its conquest.

Mill’s advisory board includes many experts from different sectors, such as good causes, gambling safety organizations and entertainment.

Source: “Sazka taps former Sainsbury’s boss Justin King for National Lottery bid”, City A.M., January 14, 2021

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