Football clubs to take on Instants

Premiership clubs plan to challenge Lottery scratchcards with branded games through Littlewoods

Top league football clubs are poised to take on the National Lottery with the launch of their own branded scratchcards produced by industry giant Littlewoods Lotteries.

But funds from the scratchcards would not go to conventional good causes or charities – they would be used to refurbish the money-spinning clubs’ football grounds.

Littlewoods is in talks with clubs including Manchester United, Liverpool and Newcastle United to produce the cards, to be sold through company’s 35,000-strong retail network of post offices and news-agents. Littlewoods believes that the games would provide stiff competition to National Lottery Instants, run by Camelot.

The scratchcards are to be branded with the clubs’ names and logos, and are due to be launched at the beginning of the next football season in August. The clubs are keen for the scheme to go ahead. Unlike most scratchcards, proceeds from the sales would go to pay for the up-keep of the football grounds, rather than to charities. This is permitted under the 1976 Lotteries & Gaming Act.

But the plans are understood to have annoyed some of the charities which sell scratchcards through Littlewoods, as they believe the move could hit their own sales.

Littlewoods Lotteries marketing director Andrew Slamin says: “We are actively considering running games linked to football clubs. Negotiations are advanced.”

A number of premiership clubs already sell scratchcards through “Premier Instants”, which claims weekly sales worth 40,000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here