In addition to running commercials on radio, TV and social media, a special edition gold scratch card and themed Lotto and EuroMillions draws were also launched, with advertising rapidly changing to celebrate each British gold medal as it was won.
In Brazil, as well as in England, lotteries are also the main source of resources for Olympic and Paralympic sports, and since they started to allocate resources for the sport, the country moved from 53rd position to the current 12th position in the ranking of gold medals.
According to lawyer Pedro Trengrouse, specialist in Sports Law and coordinator of the FGV/ FIFA/ Master Alumni, one of the reasons that helps explain Brazil's record performance in the Tokyo Olympic Games is that "the current management of the Olympic Committee of Brazil (COB) ) increased the volume of resources destined to athletes and is cooperating with Caixa lotteries in initiatives to increase revenue."
"While the COB's previous administration consumed 25% of what it received in expenses with its own administration, the current administration reduced this percentage to 15%, favoring direct investments in sport," says Trengrouse.
Source: Ancelmo Gois Blog / O Globo
