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It’s that time once again when the Olympics rolls around and brings together people from all over the world. Paris 2024 represents more than a major sports event; it fosters patriotism and camaraderie. Lotteries across the world are celebrating their countries and their athletes with sponsorships, promotions, advertising, and games. Here are some of the most interesting Olympic programs lotteries are promoting this summer.
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France
Given the 2024 Olympics will be held in the City of Lights, the French Lottery, La Française des Jeux (FDJ), is a shoo-in for an impressive Olympic campaign. They became an official partner of the Paris 2024 Olympic and Paralympic Games. However, FDJ’s connection with their country’s athletes dates back to 1991, when they started the Challenge program. This program, renamed FDJ Sports Factory in 2020, has supported more than 400 athletes, including 32 athletes for the upcoming Olympic and Paralympic games.
FDJ kicked off the Paris 2024 excitement with an exclusive online game, En Route pour Paris 2024 (Road to Paris 2024). Priced at €1, players could win a top prize of €10,000. By spending €3 on the game, players were entered into a draw to receive tickets to one of the Olympic finals, including travel, hotel, and dining for them and a guest of their choosing. FDJ then introduced a new €5 Illiko® Objectif Or (Gold Objective) game as a scratch card and eInstant. The game features three exciting challenges in one. With 10 million cards on sale at 30,000 different FDJ retailers and kiosks, players have a chance to win a €500,000 jackpot.
To round out the excitement, FDJ introduced “Grand LOTO de Paris 2024,” a special edition of the traditional Grand Loto draw game. The draw takes place on July 26, coinciding with the opening ceremonies. Tickets cost €5, with a guaranteed jackpot of €15 million up for grabs. What’s unique about Grand Loto de Paris 2024 is that the jackpot doesn’t roll over. If no one wins Rank 1, the jackpot will be distributed among winners of lower ranks. FDJ has also printed special playslips for this draw, with unique Olympic art designs.
(FDJ’s recent Grand Loto de Paris 2024 held during the Olympic Games did not result in a jackpot winner, but the €15 million prize was shared among participants with nearly winning tickets. Thirty-eight players won over €18,000 each, 222 players won €4,700, and 100 lucky participants each won €20,000 from a special prize code.)
United Kingdom
To celebrate players’ support of the Great Britain and Northern Ireland teams, currently branded “Team GB” and “ParalympicsGB,” the U.K. National Lottery is introducing a special Paris 2024-themed scratch card. Priced at £1, this scratch card will come in a blue design for Team GB and a red design for ParalympicsGB (both designs are part of one game). There’s a top prize of £100,000 and five chances to win. The cards include a message, which says: “When you play this game, you help over 1,000 elite athletes who benefit from National Lottery funding.”
“We’re really excited about the launch of the new scratch card, as it’s the first time we’re connecting the success of Team GB and ParalympicsGB with the purchase of a National Lottery scratch card on the product itself,” says Alex Green, Director of Channel Operations, Allwyn (the Lottery’s private manager).
To also bolster the association between the U.K. National Lottery and Paris-bound athletes, Allwyn released a new Paris 2024 campaign, which focuses on the Lottery’s provision of vital funding for Team GB and ParalympicsGB athletes. The campaign also launches the National Lottery’s new brand promise, “Changing Lives Every Day,” and aims to inspire the nation and raise awareness about the collective power of National Lottery players, drawing attention to the unique role that they play in supporting the dreams of athletes.
The U.K. National Lottery will stage two homecoming events for their returning athletes on August 17 and September 12. Tickets to both events are free for National Lottery players as a thank you for their support of U.K. Olympic athletes through the Lottery. To get a ticket, players need to enter a ticket for any draw-based game, eInstant, or scratch card bought between July 17 and July 31. The events include musical artists and the GB athletes.
Players can also enter three special Lotto draws, which will be held over the next month. The final draw will take place on September 7th with the conclusion of the Paralympics.
U.S.A.
Hoosier Lottery: The Hoosier Lottery has introduced two Team USA games for the Paris 2024 Olympics: the $2 Team USA Scratch-off, with instant prizes of up to $5,000, and the $5 Team USA Fast Play, with a top prize of $10,000.
Non-winning tickets from both games are eligible for the Team USA 2nd Chance promotion. A player can win $5,000 for gold, $2,500 for silver, or $1,000 for bronze. MyLOTTERY members can also participate in The Team USA Summer Scramble from June to September 2024, for their chance to win a prize packs worth $150.
“We are currently promoting our Team USA Scratch-off and Fast Play games aligning with the excitement of the Olympic games. Our media and promotional support includes TV (including Olympic packages), radio, outdoor, digital, social media, point of sale, and PR, with support continuing to build during the games. We’ve added additional promotional excitement to this campaign with myLOTTERY 2nd Chance and digital game experiences, promotions with Olympic stations and our draw station partners throughout the state of Indiana, and our State Fair footprint with nightly Go For the Gold Happy Hours happening throughout the length of the Indiana State Fair in August,” says Jackie Koenig, Scratch-Off Product Manager, Hoosier Lottery.
Maryland Lottery & Gaming: To celebrate Team USA, the Maryland Lottery is launching a second-chance contest. Players can enter Mega Millions tickets into My Lottery Rewards for a chance to win a Team USA prize pack. The prize pack includes with hoodies, hats, and tumblers, or a trip for two to either the Milan 2026 or Los Angeles 2028 Olympic Games. The Lottery will conduct multiple drawings with a total of 33 winners. The three Olympic Games trip winners will be able to decide which future contest they would like to attend.
New Jersey Lottery: The Lottery launched a Team USA Fast Play game.
Virginia Lottery: The Virginia Lottery is encouraging its players to get into the spirit of the Paris 2024 Summer Olympic Games with two Team USA games. The Lottery is offering a $2 Team USA Scratcher and a Team USA Online Game. The Online Game allows players to play channel their inner athlete through Archery, Track & Field or Gymnastics. The $2 Scratcher also comes with a promotion that offers 25 free plays of the online game with a first-time deposit.
Canada
Ontario Lottery & Gaming Corporation (OLG) is getting into the action by becoming official partners of Team Canada. OLG has released a special $2 scratch card game celebrating Ontario athletes dubbed, “Quest for Gold.” The ticket art features Ontario athletes.
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The ticket name comes from Ontario’s “Quest for Gold” program, which provides financial support to potential Olympic athletes from Ontario. Since 2006, the Ontario Government and OLG have worked together to provide direct financial support to high-performance amateur athletes through the Quest for Gold program.
“OLG remains dedicated to supporting and promoting Ontario’s Quest for Gold athletes. This year’s $2 Instant Quest for Gold game highlights seven of Ontario’s high-performance athletes, including Olympians and Paralympians whose journeys have been made possible with help from Quest for Gold funding,” says Nancy Kennedy, Chief Lottery & Customer Officer, OLG.
OLG also released their “Sponsored by You” campaign. It features Olympians, like Andre De Grasse, who have all received funding from the Quest for Gold program. It cleverly develops the connection between these Olympic stars and everyday OLG players by having the athletes announce their new sponsors: Mike Rosnick and Kim Sweeney. Rosnick and Sweeney are regular OLG players whose names become “official” sponsors.
Belgium
Nationale Loterij (the Belgian national lottery) along with the Belgian Paralympic Committee (BPC) and the Belgian Olympic and Interfederal Committee (BOIC), announced the Lottery would award Olympic and Paralympic athletes who achieve privileged placements a bonus. For the first time, both Olympic and Paralympic athletes will receive the same bonus.
The BOIC and the Nationale Loterij also are hosting the LOTTO Belgium House. This venue will be the meeting place for Belgian athletes and supporters in the heart of Paris. “If they realize their big dream as a top athlete, the National Lottery will pay a well-deserved bonus with great pride. By linking the name of our most popular game to the LOTTO Belgium House, we are now also ensuring that Belgian fans will be able to enjoy these moments of glory and the unforgettable Olympic atmosphere. Lotto is by and for all Belgians and we want to convey that with our support for the LOTTO Belgium House,” says Jannie Haek, CEO, Nationale Loterij.
Spain
Loterías y Apuestas del Estado de España (SELAE) granted 400 scholarships to athletes and coaches of the Olympic Sports Association for the 2024 Paris Olympics. A special draw will be held on August 10 to honor Spanish athletes with the slogan “Making history together.”
Romania
Loteria Româna (the Romanian national lottery) has launched the “Team Romania” raffle to support the Team Romania Olympic Team participating in the Paris 2024 Summer Olympics. The ticket will be sold until the end of the Paris 2024 Olympic Games. The game has 1,000,000 tickets, and 30% of the value of the tickets sold will be allocated to support the Olympic Team.
Czech Republic
The Czech Republic Lottery released Zlato 2024 (Zlato means Gold). The scratch and eInstant game depicts Olympic sports emojis.