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Zach Fishbein Chairman Zach Fishbein
Chairman 		Itshak Lary CEO Itshak Lary
CEO
Winner-Toto is entrusted with the management of sports betting in Israel, and acts as an organization with a clear business orientation. During the last months, Winner-Toto has undergone a marketing revolution with the intention to reposition itself as a major business player in the market, which makes a significant contribution to the community by promoting recreational and sports activities, as well as improve the people’s quality of life. Over the past decade, Winner-Toto has placed about NIS 3 billion at the disposal of Israel Sports.
Marketing Revolution
The marketing revolution’s aim is to create a friendly marketing environment that enhances the betting and sports experience.
The basic innovations have been:
  • The number of POSs has grown and stands at 1,600.
  • The website has been redesigned and constitutes 8% of total income.
  • Increase in the means of payment, enabling internet betting during night hours, signing marketing and business agreements with basketball and football bodies, and release new games.


Revolution in the Contribution to the Community
Winner-Toto and the ministry of Culture and Sport recently launched a new national strategic for constructing sports facilities in an investment of 5.5 Billion NIS for the next decade. Winner-Toto has promoted projects for the construction of stadiums, sports halls and facilities of an international standard throughout Israel at an investment of about NIS 650 million over six to seven years. A project for the advancement of women’s sports is also being built with an investment of NIS 80 million over eight years. The construction of mini-pitches was completed at more than 100 locations with an investment of NIS 20 million. Winner-Toto is also promoting a project for building facilities for community activities in all local authorities, in an investment of NIS 50 million for the next five years


A New Stadium Under Construction


Revenues 2004-2008



Revolution in Income
Between 2003 and 2007, the income grew at an annual rate of 20%. During 2003, income reached NIS 677 million, climbing to NIS 895 million in 2004 and breaking the billion shekel barrier in 2005 to NIS 1.079 billion. In 2006, the revenues reached a new record of NIS 1.439 billion, and in 2007 a new record was set at NIS 1.578 billion. In 2008, the revenues reached NIS 1.556 billion. In 2009 the revenues reaches 1.538 billion NIS. Over this period, sports allocations have risen from NIS 200 million in 2003 to NIS 500 million in 2009.


More than 100 Mini-Pitches were constructed by Winner-Toto in all municipalities all over the country

 Future Revolution in Distribution Channels
In the coming years, Winner-Toto hopes to broaden and diversify distribution channels
by introducing cellular telephone and inter-active TV betting.
It is planning an additional engine of income growth through horse racing.


Responsible Gaming
Winner-Toto has set up a public committee headed by a judge to formulate an ethical code of conduct, and acts according to its recommendations. It also meets the international standards of “Responsible Gaming”.

The Organization and Distribution of Revenues
Under legislation from 1967, Winner-Toto has sole rights to organize sports betting in Israel, and the profits earned are dedicated to the advancement of sport.
The directorate includes 18 members: representatives of the public, government (Ministries of Sports and Finance) and sport. The Chairman of the Board is a representative of the public. The profits, after awarding prizes (about 50% of income) and operational expenses (about 15%), are allocated for the advancement of sports in Israel.

Distribution of funds is as follows:
  • Allocations to organizations, associations, and sports teams according to criteria fixed by a public committee. The composition of the committee is determined by the Minister responsible for sports. These allocations comprise over 80% of the overall money given to sport.


  • Allocations for building stadiums, sports facilities, sports infrastructure and equipment are made by a Fund reporting to the directorate. Part of these allocations goes to Olympic sports for the purchase of equipment and accessories.


Brand Names and Games
Winner-Toto offers betting through two major brand names:
  • Daily sports betting (through Winner), mainly in soccer and basketball matches through fixed odds. These bets comprise 80% of income.
  • Weekly betting (through Toto), which has been operating since 1968.


International Activities
Winner-Toto is a full member in many international organizations.
  • WLA – the World Lotteries and Betting Association, including state organi zations worldwide.
  • EL – European association for lottery and betting organizations.
  • ELS – European Football Pool for promoting sports activities in coopera tion with the Union of European Football Associations (UEFA). Winner-Toto’s CEO is a member of ELS’s Managing Committee.
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