Broncos, Colorado State Lottery Unveil $5 Scratch-Off Ticket

Lottery Hopes To Generate $9M

The Broncos and the Colorado Lottery yesterday unveiled a $5 instant ticket game that “includes a chance to win 2010 season tickets,” according to the AP. The game will generate $9M and return $6.3M in prizes if all tickets are sold, “including top payouts of $100,000.” The game also features second chance drawings for 50 pairs of season tickets next year. The team did not reveal “how much it could take in through the deal” (AP, 9/14). In Denver, Jessica Fender reports the 1.8 million orange and blue tickets feature "20 logoed scratch-off helmets." Colorado Department of Revenue Exec Dir Roxy Huber said that the state "hopes to raise about $1[M] for state parks, open space and recreation" through sales of tickets. Lottery officials "declined to discuss the Broncos' cut," but Broncos COO Joe Ellis said that the team is "using the tickets as a marketing tool" (DENVER POST, 9/15). Ellis said that the team "wanted to be involved in the promotion to have its brand and its logo reach people across the state that the team might otherwise not be reaching." He said that the proceeds "go to a cause that the team supports" (BIZJOURNALS.com, 9/14).

BOSTON TICKET PARTY: Massachusetts Lottery Dir Mark Cavanagh said that lottery officials and the Bruins are "discussing the launch of a $5 scratch ticket that would debut later this year." In Boston, Thomas Grillo notes the Celtics, Patriots and Red Sox have already "reaped nearly" $12M from lottery ticket sales, "which are among the strongest sellers in lottery's 37-year history." The Red Sox Instant Ticket brought the team $2.9M in profit when it debuted in '06. Two subsequent scratch-off tickets selling for $10 and $20 earned the Red Sox $3.8M, and this season’s new $5 ticket "could generate $1.8[M] if the tickets are sold out." The Patriots "will net $2.5[M] if the tickets sell out," but Celtics-themed tickets "have not been as popular." The Celtics received $250,000 in profit in '06, while its current ticket, "has the potential to net" $400,000 for the team (BOSTON HERALD, 9/15).