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Collingwood to launch ‘Magpie Millions’ lottery

Fri, Feb 3, 9:06am by Senior Writer

Collingwood are set to make history and become the first sporting club in Australia to introduce a lottery, profits from which the club will used to fund their community and welfare programs.

‘Magpie Millions’ will be based on models used overseas, including Premier League Club Arsenal and will give fans the chance to compete for a $2 million first prize as well as smaller payouts and money-can’t-buy experiences.

The first weekly draw will take place next Thursday and will be a joint venture with ASX-listed Activistic Limited, whose subsidiary Plus Connect has gained a wagering licence in the Northern Territory.

The joint venture will be called Sports Lottery Australia and could eventually offer a white-label online lottery platform to other sports clubs around the country.

English Premier League club, Arsenal runs a similar lottery in England. The Arsenal Lotto was launched in 2012, raising money for the Arsenal Foundation, aimed at growing the reach and effect of Arsenal’s good work in its community.

“Magpie Millions’ will be run on similar lines to Lottoland, offering punters the chance to bet on the outcome of the lottery rather than purchasing an actual ticket for the draw. However, as opposed to Lottoland, which bets on the outcomes of US lottery draws, Collingwood will run their own lotteries.

The lottery will be targeted to Collingwood fans. It will have about 70,000 AFL club members this year and has established a team in the new women’s AFLW competition, which it will launch on Friday night in a match against Carlton, as wel, as having a team in the new National Netball League.

The club estimates its adult target market to be about 500,000 potential consumers but says it would cap the amount lottery customers could spend each week at $20, with one set of numbers costing $2.50 each.

“We want this to be seen as a fund-raiser and the feedback we have from our fans is that there are lot out there that will play the weekly lotto but would put their money into this instead because they are happy it is going to the club and being used for good causes,” Collingwood CEO Gary Pert said.

“We do a lot at Collingwood in the community, which we think all sports clubs of our type should do. But we have probably reached a ceiling in terms of the money we can spend ourselves on our programs, so we went looking for another way to raise the money.”

Entrants can also win experiences such as meetings with club players and officials.

Fans will select six numbers based on the jumper numbers of current players for 1- 30. There will be one supplementary number, which will be chosen from a range of numbers of champion Collingwood players.

Winners will share in a guaranteed first prize pool of $2 million, with 10 different playout options.

Pressure has grown on AFL clubs to move away from gambling revenue generated from poker machines.

More information is Magpie Millions is available here.

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