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Maryland to earn $2.5m from branded scratchcard launch

11th June 2010 8:09 am GMT

Following last year's launch of Ravens-branded scratchcards which became the most popular $5 scratchcard ever sold by the state lottery, the Maryland Lottery has renewed its partnership with the NFL's Baltimore Ravens, with a new team-branded scratchcard to be launched later this year set to bring in approximately $2.5m for the state.

The Maryland Lottery became one of the first U.S lotteries to partner with a National Football League (NFL) team following a change in rules which allowed individual teams to launch team-branded lottery scratchcards.

The first scratchcard, which was released last August, now holds the distinction of being the best-selling $5 scratchcard ever sold by the Maryland Lottery.

Under the contract renewal, the lottery will release a new Ravens-branded Cash Fantasy scratchcard on August 9th. The new $5 scratchcard will offer more than $11 million in instant prizes, including three $1 million top prizes compared to just one $1 million top prize last year.

Similar to last year, each scratchcard will feature a perforated portion with a special "EXTRA YARDS" code that players can enter online on the Maryland Lottery's website for a chance to win premium prizes that include season tickets for life, season tickets in 2010 and 2011, game-day premium seats, an away-trip with the team, framed autographed jerseys and various other prizes.

Last year, more than 116,000 players registered online for the Ravens Cash Fantasy promotion.

"I'm excited that we are teaming up with the Ravens once again," said Stephen Martino, Director of the Maryland Lottery. "The ticket and the team both had impressive performances last year, and we look forward to another successful partnership in 2010."

Ravens Cash Fantasy, which is projected to generate net revenues of approximately $2.5m for the state, will be sold at every Baltimore Ravens home game and will be available at more than 4,000 Maryland Lottery retail locations across the state.

"Everyone wins with this collaboration - Ravens fans, Lottery players and the State of Maryland," added Mark Burdett, Vice President of Corporate Sales and Development for the Baltimore Ravens.

Since its inception in 1973, the Maryland Lottery has awarded more than $16.6bn in prizes to players and $11.2bn in revenues to the state of Maryland. The lottery supports important state programmes and services including education, public safety and health, human resources and the environment.

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