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National Lottery to highlight London 2012 backing

The National Lottery is to launch an advertising campaign portraying itself as a “genuine supporter” of the London 2012 Olympic Games.

The Lottery has contributed £2.2bn to the Olympic and Paralympic Games, including £750m generated from the sale of specially-designated lottery games, and operators Camelot are keen to distinguish their brand from some of the Games’ official sponsors who they feel don’t match the Lottery’s level of investment in British sport.

The campaign will include television and print adverts featuring Team GB athlete Jenny Meadows and her mother Barbara, who was also an athlete but could not compete in a previous Olympics due to a lack of funding, as well as wheelchair basketball player Maddie Thompson and fencer Richard Kruse.

The campaign will feature the strapline: "Nobody has contributed more to athletes than you".

Camelot's managing director Andy Duncan said: "The vast majority of people who are marketing around the Olympics frankly have very little to do with it, they just happened to have paid for the right to market around it.

"We are actually connected with helping the top athletes train to win medals."
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