February 16, 2024 3 min read


Lottery.com Acquires SportLocker and Unveils Next-Gen Sports Entertainment Platform

This development positions SportLocker as an emerging force in the online wagering sector, paving the way for further growth despite harsh competition

Lottery.com, a prominent online lottery services provider, has made a strategic move in the digital entertainment landscape by acquiring S&MI Ltd, the parent company of SportLocker, and simultaneously launching it as Sports.com. This acquisition will see Sports.com emerge as a next-gen digital sports entertainment platform, blending innovative community-driven features with expansive content and technology.

The Two Companies Share a Common Vision

The acquisition of SportLocker is part of Lottery.com’s accelerated growth strategy, focusing on premium content bundling and optimizing direct connections with Mobile Network Operators (MNOs) for efficient user acquisition. The rebranded Sports.com platform aims to attract exclusive marketing partners to drive sustainable brand growth, leveraging the synergies with its new parent company.

Sports.com is ready to revolutionize digital sports entertainment by introducing a platform that combines 24/7 sports news, live streaming, and a wealth of exciting content, including original documentaries, films, and exclusive behind-the-scenes access. SportLocker founding partner Tim Scoffham noted that the acquisition aligned with his vision for the platform and would elevate it to new heights.

The synergies between SportLocker and Sports.com represent a game-changing evolution in our mission to deliver unmatched sports experiences to fans worldwide.

Tim Scoffham, SportLocker founding partner

Initially launching in the USA and Europe, with concentrated efforts in the Middle East, Sports.com has ambitious global expansion plans. Targeting high-energy sports such as soccer, motor racing, football, MMA, and ice hockey, the platform aims to become a global destination for sports enthusiasts. Sports.com aims to provide fans with engaging content, creating a new era of sports engagement.

Sports.com Aims to Usher In a New Era of Fan Engagement

Throughout 2024, Sports.com plans to introduce additional features and invest in innovative technologies, emphasizing community building and social media interactions with sports stars. A core aspect of Sports.com’s strategy involves leveraging established partnerships with MNOs to offer localized branded sports content services, creating mutual value.

The platform is also committed to launching a dedicated program exclusively for women’s sports, showcasing innovative fan engagement methods, sponsorship acquisition, and revenue generation for clubs and teams. Matthew McGahan, chairman and CEO of Lottery.com and Sports.com, noted that integrating SportLocker would deliver enhanced content and technology, connecting fans worldwide.

The introduction of our media platform is just a glimpse of how we intend to bring fans closer to the sports they love.

Matthew McGahan, Lottery.com and Sports.com chairman and CEO

Lottery.com has transformed how users engage with lottery with its engaging mobile and online platforms. The company’s bold foray into the world of digital sports entertainment with the launch of Sports.com underlines a commitment to innovation, growth, and community building in the intersection of sports and technology, setting the stage for enduring success.

Deyan is an experienced writer, analyst, and seeker of forbidden lore. He has approximate knowledge about many things, which he is always willing to apply when researching and preparing his articles. With a degree in Copy-editing and Proofreading, Deyan is able to ensure that his work writing for GamblingNews is always up to scratch.

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