The National Lottery has partnered with Global to become the first ever sponsor of Heart’s Make Me A Millionaire.
The partnership means Lotto from The National Lottery will be integrated into all Heart’s Make Me A Millionaire on-air and social content, and on Global Player.
Mark Wright’s 4pm – 7pm Saturday show on Heart will also be sponsored by Lotto, to coincide with the weekend Lotto draw.
Former Bauer executive Steve Parkinson, who is now Brand and Marketing Director at National Lottery operator Allwyn, said: “Lotto is the original millionaire maker National Lottery game and our new ‘Will you be next?’ campaign centres on the fact that Lotto makes an average of two millionaires every week.
“So, there really couldn’t be a better fit than Heart’s well-established Make Me A Millionaire competition for this partnership. All of us at Allwyn will be listening in with anticipation to find out who the next millionaire will be.”
Mike Gordon, Global’s Chief Commercial Officer, added: “Heart is the UK’s biggest commercial radio brand, reaching a phenomenal 11.5 million weekly listeners.
“Combined with The National Lottery’s huge scale and audience – this is a powerful, landmark partnership with new National Lottery operator, Allwyn, and I’m looking forward to all the anticipation, excitement and joy that’s to come as the game plays out over the next 12 weeks.”
The partnership was brokered by media agency Hearts & Science.