Introduction
Lotto Sport Italia is an Italian sports equipment manufacturer based in Trevignano, near Treviso in Italy. The company manufactures and commercializes that is sporting, casual clothing, and footwear
Sportswear
Causal wear
Sneakers
Football boots
Lotto distributes its products in over 110 different countries. Especially emphasis placed on mono-brand stores (flagship stores, street stores, factory outlets) as well as in every corner and shop-in-shops.
Lotto in Bangladesh
Kazi Jamil Islam, managing director of Express Leather Products Ltd. has been overseeing the operations of Lotto Sport Italia in Bangladesh since 2012.In his company has been the sole licenser of the Lotto brand in Bangladesh and over the years, it has become one of the fastest-growing Lotto Licensees, with the highest turnover per capital globally.
Stages of Business Development-series of events
Early stage
In 1939, Lotto was established by the Caberlotto family (who were the owners of the football team F.C. Treviso) in Montebelluna, north Italy. Tennis shoes signated the beginning of production followed by
- Basketball
- Volleyball
- Athletics
- football
In the company’s next venture was sports clothing. In the first 10 years, Lotto focused on the Italian market. Early on sponsored great names from the professional tennis tour (Martina Navratilova, Boris Becker, Thomas Muster, and Andrea Gaudenzi).
In the 1970s, becoming one of the brands in the sporting goods industry and confirming its position as a leader in tennis. In this duration, great collaborations were signed with world-renowned athletes of the caliber of John David Newcombe and some Italian basketball teams.
In the 1980s, Lotto proceeded to expand its business base by competing among the then-small group of football boot and apparel manufacturers. Lotto began producing its first football boot model and signed major collaboration contracts with internationally renowned players and teams.
Growth Stage
(Dino Zoff and Ruud Gullit) and teams, such as Milan(1993–98), the Dutch national team, Napoli(1994–97), Juventus (2000–03), and Chievo were the first sponsorship agreements in football that were signed with players and Spanish club Real Jaragoza. Professional footballers provided input in both the design and fine-tuning of the products
In tennis and football involvement together with the athletes’ public images helped make the company a leader. During this same period, Lotto expanded into the export market, and its international business grew rapidly. After 10 years, the brand was being distributed in more than 60 countries around the world.
Maturity Stage
Lotto brand distributed its products in more than 70 countries through independent sports stores, specialty chain stores, and large stores with sports departments. The brand used on wristwatch Lotto Time. The company is pushing the development of corner and flagship stores, which are now widespread in Italy and other countries.
Sponsorship is an important part of Lotto’s business. In addition to its latest agreement with the USPTA and its technical partnerships with the ATP, WTA Tour, and Wimbledon, Lotto is visible at all Grand Slam tournaments and championship series.
Brand expansion
Since 1973 Lotto has been one of the most prestigious international sport brands, always side by side the most important sports icons of the past three decades. “Lotto Time” watch collection, expresses the essence of the brand and its being always up-to-date when it comes to shapes and material innovation.
The Lotto Stationery collection brings the sport, and unique design values typical of the brand, into the school world thanks to colorful notebooks and a wide range of backpacks, pencil cases and accessories, leather belt
Marketing and Advertising
Every company has a different marketing strategy, and at different times they are endorsed by different famous actors, and sportsmen.
It sells products with discounts during various auctions.
2010: Launch of the Lotto Zhero Gravity Ultra at the 2010 World Cup
On the occasion of the 2010 World Cup in South Africa, Lotto Sport Italia launched the Zhero Gravity Ultra, the only laceless football boot in the world. The new advertising campaign aimed to focus on the exclusive lace-less technology with the claim “when less is more” and “the only lace-less football shoe in the world”.
2011: Lotto Celebrates the 150th Anniversary of the Italian Unification
On 17th March 19th century, on the occasion of the 150th anniversary of the Italian unification (a political and social movement that agglomerated different states of the Italian peninsula into the single state of Italy in the 19th century), Lotto presented a special campaign celebrating the Italianity of the brand with an Italian flag composed by the three top of the range shoes for running, tennis and football.
Financing
The company managed the initial fund
The Caberlotto family (who were the owners of the football team F.C. Treviso) that which is their own funding.
Gradually by signing contracts with different teams, players, and clubs, they have taken their company forward.
Lotto has been a prominent player in the sports apparel industry for decades, with sponsorships of various sports teams and events
contributing to its revenue streams.
Sponsorship
Cricket
National teams
South Africa
Football
National teams
Cook Islands
Croatia
Fiji
Netherlands
North Korea
Panama
Samoa
Tonga
Vanuatu (from2022)
Club teams
Pardubice
Racing Club TPO
Atletico Bucaramanga
Cuniburo
El Nacional
Sabah FC
Perlis United
Cashmere Technical
Cusco FC
Tennis
Bradley Mousley
John Millman
Dennis Novak
Alejandro Tabilo
Elise Mertens
Petra Martic
David Ferrer
Sumit Nagal
Success story
In history, their major sponsorships have been always the keystones to the success of their stories. Today this tradition continues, in football with World Cup winners Luca Toni, Joan Capdevila, and Andrea Ranocchia. It also falsifies ahead with the teams ranging from Genoa in Italy, Borussia Mönchengladbach in Germany, Sochaux in France, Queens Park Rangers in the UK, El Deportivo La Coruna in Spain, Goias and Recife in Brazil, San Lorenzo de Almagro in Argentina, as well as the national teams of Costa Rica and Panama.
Tennis
In tennis, Lotto has been present at the Italian Open in Rome for more than thirty years and never missed the Grand Slam tournaments and the nine Masters Series, and will be increasingly present at them.
Challenges faced by the company
- The major threat is inflation
- Geopolitical tensions are considered a major threat
- Lotto Sport has limited online shopping options in many countries like Bangladesh
- The brand has fewer advertising countries and brand visibility in countries like China, and Korea where consumers are unable to connect with the product.
- Existing and strong competition from brands like Nike, Adidas etc.
- Fake imitations
Future Plan
- Product innovation
- Expansion into new markets
- Sustainability initiatives
- Digital transformation
- Community engagement
Conclusion
Lotto continued their business successfully through rising prices and pandemic diseases like as corona virus. Lotto has had a significant presence in the world of football (soccer), sponsoring various clubs and national teams. Lotto is known as worldwide. Apart from football, Lotto has also been involved in sponsoring other sports, including tennis, basketball, volleyball, and athletics. It’s well-regarded for its quality and innovative designs in sportswear.