Baroness Brady joins Lottery bid

Baroness Brady joins Sisal lottery licence bid
Share this article

As the battle intensifies to win the bid to run the National Lottery the Italian group Sisal has turned to Conservative Party life-peer Baroness Brady for inspiration.


Just a month after National Lottery bidder SAZKA Entertainment AG appointed Lord Sebastian Coe CH KBE to its board rival Sisal SpA announced the formation of a UK advisory board for its UK National Lottery bid led by Baroness Karren Brady. A Conservative Party life-peer and former Small Business Ambassador, best known for her television role on The Apprentice television show and as vice-chairman of West Ham United, Brady will chair the new board that’s comprised of business and CSR figureheads. Sisal has previously announced a partnership with leading charity Barnardo’s and teamed up with BT as part of its application for the UK’s fourth National Lottery.

Commenting on her appointment Baroness Brady said: “I am delighted to be working with Sisal on its application for the Fourth National Lottery Licence. Our lottery is a treasured institution that generates substantial funds for good causes across the UK. Sisal’s proven track record of managing and growing lotteries in Italy, Turkey and Morocco make them a strong contender and I look forward to working with them and the rest of the advisory board as the application progresses.”

The Sisal bid team is being supported by social mobility and welfare expert Lord Victor Adebowale (CBE), who is the current chair of the NHS Confederation. UK retail and investment expertise will be provided by former ASDA chairman Andy Clarke and private equity executive Gary Hughes.

The bid’s mass-market strategy and stakeholder guidance will be led by UK creative advertising figurehead MT Rainey (OBE), alongside Conservative Peer and former Minister for Culture, Lord Ed Vaizey.

Commenting on the makeup of the Advisory Board, Sisal CEO Francesco Durante said: “Each member brings unrivalled experience across key areas of industry and society that are central to our strategy and will help us to deliver the best possible solution for The National Lottery. We’ve invested the time to secure the right team and ensured each of their values align with our vision for the future of The National Lottery. Together with our partners, the Advisory Board will add valuable insight and strategic counsel as we approach the final stage of the application.”

DCMS is expected to announce the winner of the multi-billion tender during the close of 2021.

Share this article