SBD/October 3, 2012/Marketing and Sponsorship

Massachusetts Lottery, Celtics Launch New Co-Branded Ticket Showing Team Banners

The '12 Celtics Instant Ticket is expected to generate $5.8M in local aid revenues
The Massachusetts State Lottery and the Celtics announced plans to expand their lineup of co-branded instant tickets with a new game that went on sale yesterday. The $2 ticket is the fourth Celtics-branded game offered by the lottery since the partnership was formed in '06. The ticket is emblazoned with an image of banners commemorating the team's 17 NBA championships (Massachusetts State Lottery). The BOSTON HERALD reports with a “print run of 15.1 million tickets, sales from the 2012 Boston Celtics Instant Ticket are expected to reach $30.2 million and generate more than $5.8 million in local aid revenues, which will be available for Massachusetts’ 351 cities and towns.” The game “features over $19 million in immediate ‘scratch and win’ cash prizes, including 15 top prizes of $50,000.” The new ticket will also “offer second chance opportunities through which players can enter their non-winning tickets to win unique game-night experiences, team-branded gear, authentic commemorative 'banner year' collectibles and more money -- up to $50,000 cash -- in a contest held during a Celtics home game” (BOSTON HERALD, 10/3).
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