Toto is entrusted with the management of sports betting in Israel, and acts as an organization with a clear business orientation. During the last year, 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, 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 15% of total income.
• Increase in the means of payment, enabling internet betting during night hours, signing marketing and business agreements with the leading sports associations, and release new games.
• Rebranding and repositioning of Toto as a major business.

Revolution in the Contribution to the Community

Toto and the ministry of Culture and Sport recently launched a new national strategic plan for constructing sports facilities in an investment of 5.5 Billion NIS for the next decade. 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. Toto is also promoting a project for building facilities for community activities in all local authorities, in an investment of NIS 150 million for the next five years

Revolution in Income

During the last two years the revenues grew steadily and the allocations to sports has risen to NIS 500 million annually.

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

Future Revolution in Distribution Channels

In the coming years, Toto will broaden and diversify distribution channels:

• Toto signed a contract with LVS to construct a new Internet betting engine.
• Toto signed a contract with GBI to construct and operate a new horse race betting platform.
• Toto launched recently a new cell-phone betting channel.

Responsible Gaming

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 EL and WLA “Responsible Gaming”.

The Organization and Distribution of Revenues

Under legislation from 1967, 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 60% 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

Toto offers betting through a major brand name-WINNER:

• Daily sports betting, mainly in soccer and basketball matches through fixed odds. These bets comprise 80% of income.
• Weekly betting (formerly Toto), which has been operating since 1968.

International Activities

Toto is a full member in international organizations:

• WLA – the World Lotteries and Sports betting Association, including state owned organizations worldwide.
• EL – European Lottery and Sports betting Organization. Toto and Mifal-Hapais are hosting together the EL2013 Congress in Tel-Aviv (3-6 June).