SBD/February 9, 2011/Marketing and Sponsorship

That's The Ticket: Boston Sports Teams Banking On Sale Of Team Lottery Tickets

Patriots lottery ticket brought team $2.5M; Red Sox ticket has delivered $10.4M since '06
Sales of instant lottery tickets that bear a Red Sox, Patriots, Celtics or Bruins logo “account for more than half of $763 million that has been spent on 51 licensed team-based lottery games now in retail stores across the country,” according to David Broughton of SPORTSBUSINESS JOURNAL. The lottery games, in turn, have “brought new, incremental revenue to each of the participating teams.” The Red Sox have brought in $10.4M in related revenue since the debut of their lottery ticket. The Celtics have added $1.1M and the Bruins $900,000. The Patriots last month “became the first NFL team game to post more than $100 million in retail sales" of a branded lottery ticket, and the $2.5M the club received "is the highest fee ever paid for an NFL lottery ticket.” Twelve states launched NFL team games in fall ‘09 with a total of 17 games, and “nearly all the games sold well.” The NBA was the first pro sports league to authorize team-branded lottery tickets in '02,, and 20 NBA clubs have since “fielded a lottery ticket, but only four teams have games this season.” A dozen NHL clubs have had a game since NHL games debuted in ‘03, but just the Bruins, Penguins, Flyers and Blackhawks remain “with a ticket this season.” MLB clubs first began games in ‘06, and “more than half of the league's teams have fielded a game since then, but only the Red Sox, Cardinals and Yankees had singular games last season” (SPORTSBUSINESS JOURNAL, 2/7 issue). Bruins Senior VP/Sales & Marketing Amy Latimer said of the revenue brought in by the team's lottery tickets, “This is great for our fans, this is great for our product, but then when you realize the money is going to buy a firetruck or to support programs in schools, there’s no better relationship you can have with a partner” (BOSTON GLOBE, 2/9).
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