Partners
Euromilhões, the game which is currently enjoying immense success in Portugal, becomes the title sponsor for the 28th edition of the Dakar.
Beyond coming closer together at a geographical level –the 2006 Dakar will be launched for the first time in its history from Lisbon, site of the Big Start, will cross the south of Portugal to join up with African tracks, after bringing out numerous Portuguese spectators along the way– the partnership is part of a policy of sponsoring major events such as cycling's Tour of Portugal or soccer's EURO 2004. As such, it also commemorates the first anniversary of the launch of Euromilhões in Portugal.
Dakar and Euromilhões: common territories
The values and positioning shared by the two brands have common territory. Allied with the concept of adventure, intrinsically linked to performance and pushing oneself to new limits, is that of “excentricity”, central to Euromilhões' communication drive in Portugal. The two entities also share the same commitment to solidarity, via the help programmes financed in Africa by the Dakar and, for Euromilhões, by the redistribution of its profits to social works.
Consolidating national and international positions
At international level, this sponsoring consolidates the positioning of Jogos Santa Casa as main operator in the European “Euromillions” game, as a leading legitimate player within future projects of international coordination. At national level, the main aim of this partnership is to enhance, consolidate and make the brand more visible, to make it a “superbrand” – an additional means which will enable it to back up communication, increase sales of games organised by Jogos Santa Casa, and win over new players.
Jogos Santa Casa, mission successful
Jogos Santa Casa is the Gaming Department of Santa Casa da Misericórdia de Lisboa, which is the institutional body to which the exclusive concession was granted for social games by the Portuguese state, as early as the 18th century.
Jogos Santa Casa is made up of two gaming categories:
Mutual Bets and Lotteries. Totobola, Totoloto, Loto 2, Joker and Euromilhões fit into the first category.
Lotteries are made up of Classic Lottery, Popular Lottery and Instant Lottery.
Jogos Santa Casa's operating profit is redistributed among 23 organisations which all have an action in the field of supporting the family, senior citizens, young people, students, children, school sport, health, rehabilitation of the disabled, drug addicts, fight against AIDS, culture, firefighters and Civil Defence, in addition to which are many other projects for supporting institutions of social solidarity.
Conscious of its mission to administer State games efficiently and rationally, which means increasing the sums redistributed for public funding of costs of social origin, Jogos Santa Casa is pursuing its policy of responsible gaming, by protecting consumers, ensuring them total seamless transparency, against a backdrop of security and reliability.