Lotto, the popular draw of the National Lottery, was first organized in 1978. A few years later, in 1984, Lotto began its sponsorship of cycle racing as a co-sponsor of the then Tönissteiner team. A year later, Lotto increased its involvement in the sport by starting its own team.
Sponsorship of cycle racing is the flagship of the Lotto brand's sponsorship strategy. Lotto and cycle racing have shared the same values for many years. The urge to win, to go for it every time, the "This time it's me!" feeling. There is a Lotto winner somewhere every week, in the lottery draw or among the many racing or recreational cyclists in their Lotto-outfit. Lotto and cycle racing do not polarize society, they are popular and accessible, they bring champions and heroes close to people.
By continuing to contribute to raising the standard of Belgian cycle racing, the National Lottery is trying to fulfil its social role as a nationalised company in a sustainable way. It is thanks to the efforts of Lotto players and Lotto vendors that the National Lottery is able to invest in cycling in Belgium, thus creating chances. Together we create chances.
2012 is Lotto's 29th active year in the leading group of cycle racing, making it by far the longest-established sponsor in cycle racing. Seniority that has undoubtedly brought with it a lot of experience, knowledge and wisdom. But that has done nothing to curb Lotto's dynamism, innovation and ambition. Lotto-Belisol remains true to its roots - a team with a friendly and warm image. A challenger to the big and wealthier foreign teams, and a project where young people are given plenty of opportunities. Lotto and cycle racing is still a winning combination. Well played!
More info on www.lotto.be