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Allwyn appoints media expert Parkinson to UK marketing role

| By Robert Fletcher
Allwyn has appointed Steve Parkinson, formerly of Bauer Media, as brand and marketing director for its Allwyn UK business.
Allwyn Q1

Parkinson takes on the role at Allwyn with immediate effect having left Bauer in December after 16 years. UK-facing media group Bauer operates a large number of radio stations and magazines.

During his time at Bauer, Parkinson served in several senior positions. Most recently, he was chief strategic partnerships and events officer. He was also group managing director for national brands.

Prior to this, Parkinson worked at Emap Radio, Chrysalis Music Group and Metro Radio.

“I’ve had a ball with so many great Bauer people and brands but am ready for a new personal challenge in 2024,” Parkinson said in a LinkedIn post. “Leaving the business with record reach and revenues, a portfolio of sell-out shows in the UK and abroad and many, many fantastic talented people and presenters across the UK.”

Allwyn expands UK team ahead of National Lottery takeover

Parkinson is the latest appointment by Allwyn ahead of it taking control of the UK National Lottery next month.

Allwyn will officially begin operating the National Lottery on 1 February after being awarded the licence in September 2022. It will replace Camelot, which has operated the lottery since its launch in 1994. 

Other recent additions to Allwyn UK ahead of this include Mark Hughes as chief security officer. Hughes joined last month and is also now a member of the Allwyn executive leadership team.

In September, Allwyn also confirmed its UK leadership team. This includes include Andria Vidler, who joined as CEO in July. Alan Artz joined Allwyn as chief financial officer last summer from William Hill. 

Lotto NZ CEO Chris Lyman has taken on the role of chief operating officer. Mark Smith, currently group chief technology officer at ITV, is now serving in the same position at Allwyn.

Other key figures will include chief assurance and participant protection officer Gaby Heppner-Logan and chief commercial officer Lucy Buckley. Martin Novak will be interim chief data officer and Alastair Ruxton will take on the role of chief strategy and corporate affairs officer.

Other appointments include chief people officer Sam Sheriff, general counsel Harry Willits and operations director Jenny Blogg. Eddie Bennett and Paul Lumb will serve as transformation directors for operations and technology, respectively.

This week, it was also confirmed that International Game Technology (IGT) has withdrawn its legal challenge over the decision to award the National Lottery licence to Allwyn.

The tech giant had been pursuing a claim for damages. However, this week IGT asked the Court of Appeal to dismiss the claim.

IGT was not the only party to challenge the decision. Camelot also sought a legal route to block the move. 

Camelot was among the parties bidding for the licence alongside Allwyn. Also involved was The New Lottery Company, owned by Health Lottery operator Northern and Shell and Italy’s Sisal.

However, Camelot dropped the legal bid in September 2022, after which Allwyn agreed to waive all claims for costs or damages against Camelot.

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