National Lottery

Sportsbeat have worked as The National Lottery’s retained content creation and syndication agency across a wide range of sporting campaigns since 2019.

Pushing boundaries

Currently funding over 1,000 elite athletes via UK Sport’s World Class Programme, The National Lottery’s support enables British Olympic and Paralympic stars to train full-time, access the world’s best coaches and benefit from pioneering technology, science, and medical support.
Sportsbeat have partnered with The National Lottery around the Tokyo 2020 Olympic and Paralympic, Beijing 2022 Winter Olympic and Paralympic and Birmingham 2022 Commonwealth Games.
Through both our own editorial, video and imagery content creation, in addition to extensive media outreach service, Sportsbeat have generated a significant footprint of high-profile media coverage in the build-up to, and during, each of the major Games.

Shaping the narrative

Through both our own editorial, video and imagery content creation, in addition to extensive media outreach service, Sportsbeat have generated a significant footprint of high-profile media coverage in the build-up to, and during, each of the major Games.

Our media outreach secured high-value coverage in every UK national newspaper across each of the Games, with over 100,000 pieces of individual coverage across print and online delivered overall.

Sportsbeat’s impact ensures The National Lottery’s vital support for British athletes generates permanent visibility and column inches among key UK media outlets, building up a drumbeat of Olympic, Paralympic and Commonwealth coverage to amplify, leverage and intensify The National Lottery’s key messaging.

And with almost exactly one year to go until Paris 2024, we can’t wait to continue the momentum heading into another major Games on European soil.

  • "The team at Sportsbeat are an absolute pleasure to work with and have generated record-breaking results for our varied National Lottery good causes campaigns and activities. We have worked effectively with them on major sporting media campaigns over the years including the Tokyo Summer and Beijing Winter Games and, most recently, the Birmingham 2022 Commonwealth Games.”

    Ella Brough, PR Campaigns Manager, National Lottery Promotions Unit