Sir Keith Mills, successful entrepreneur and founder of Air Miles and Loyalty Management UK, is leading the entry of Sazka in the fourth National Lottery license competition. Sazka aims to take stewardship of the National Lottery and help the UK regain its love for this important institution.
Sir Keith Mills, who has a history of making contributions to society through organizations like the Royal Foundation of the Duke and Duchess of Cambridge and the Invictus Games, believes that the UK National Lottery needs to grow and engage with people in order to continue funding various good causes.
The UK National Lottery, with nearly 26 years of history, needs to adapt to the changing landscape and connect with people across the country by introducing fresh and exciting ways that are relevant for today and future generations. Sir Keith Mills is passionate about restoring the lottery’s place in the nation’s heart, especially during these challenging times.
Sazka, the first competitor to complete the initial part of the tender process, has been accepted to compete for the license by the Gambling Commission. They are assembling a team with world-class bidding and delivery experience, including former London 2021 employee Alastair Ruxton as the bid director. This team will review the final bid application documents and aim to submit a winning bid next year.
Sir Keith Mills chose to partner with Sazka, as they have a proven track record of growing and evolving established lotteries to be relevant for the future. Despite the challenges, Sir Keith Mills believes that Sazka’s expertise, coupled with the experienced British team they are building, can offer the right stewardship for the UK National Lottery in 2023 and beyond.
Sazka, with their experience operating lotteries in multiple national markets, aims to revitalize the UK National Lottery by increasing sales and raising more money for good causes. This will provide a much-needed long-term boost to community, arts, sports, and heritage institutions across the UK.
