Sazka Group undergoes rebrand to Allwyn
Czech lottery firm adopts UK-facing subsidiary name as umbrella title for pan-European operations
Sazka Group has re-branded its entire business operations as Allwyn, the same name of its UK-facing subsidiary bidding for the fourth National Lottery licence.
The Czech lottery giant said the transition to the new brand identity comes as the company “evolves from a pan-European lottery operator into a global business”.
Sazka, which operates lotteries in Austria, the Czech Republic, Greece, Cyprus and Italy, is looking to add the UK to that list as it faces off against incumbent licence holder Camelot, fellow challenger brand Sisal, and Northern & Shell .
The Switzerland-headquartered firm confirmed it will retain its local brands in its various markets, while highlighting the need to “drive the continuous strong growth” for the company.
The group runs Sazka Czech (Czech Republic), OPAP (Greece) and Österreich Lotterien (Austria) as country-specific brands.
The group also operates three lotteries in Italy and runs mirror operations in Cyprus and Greece.
Sazka revealed the new Allwyn brand identity in the UK in April to bring the group’s operations under a single umbrella in the market.
London 2012 Olympics mastermind Sir Keith Mills was appointed bid chair and has been joined by heavyweights of business and industry on a special advisory board which includes Justin King, Brent Hoberman and Charles Garland.