The National Lottery has partnered with media and entertainment group Global, with flagship game Lotto becoming the first-ever sponsor of Heart Radio’s Make Me A Millionaire.
Returning for its fifth year, the radio’s competition will see one lucky listener win £1 million live on Heart Radio on Friday 10th May 2024.
As part of the partnership – brokered by media agency Hearts & Science – Lotto will be integrated into all Heart Radio’s Make Me A Millionaire on-air and social content, and Global Player.
Global’s chief commercial officer Mike Gordon said: “Heart is the UK’s biggest commercial radio brand, reaching a phenomenal 11.5 million weekly listeners.
“Combined with The National Lottery’s huge scale and audience – this is a powerful, landmark partnership with new National Lottery operator, Allwyn, and I’m looking forward to the anticipation, excitement and joy that’s to come as the game plays out over the next 12 weeks.”
Lotto will also sponsor Mark Wright’s 4pm – 7pm Saturday show on Heart as part of the deal, coinciding with the weekend Lotto draw.
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National Lottery operator Allwyn’s brand and marketing director Steve Parkinson said: “Lotto is the original millionaire maker National Lottery game and our new ‘Will you be next?’ campaign centres on the fact that Lotto makes an average of two millionaires every week.
“So, there really couldn’t be a better fit than Heart’s well-established Make Me A Millionaire competition for this partnership.”
Hearts & Science chief investment officer Tom Cornell added: “Becoming the very first sponsor of Heart’s Make Me a Millionaire, is a powerful start in the journey to re-imagining Lotto for Allwyn.
“The broad reach and excitement of the radio show’s ‘millionaire making moment’ mirrors the sense of anticipation and excitement that Lotto brings to people, making this the perfect platform to highlight the brand to new players as well as those who may have stopped playing along the way.”
