The European lottery group last year entered the Gambling Commission’s competition to select the operator of the fourth licence to run the UK National Lottery, which is currently operated by Camelot.
King is a former chief executive of Sainsbury’s, and currently serves as vice chairman of private equity firm Terra Firma.
He is the first appointment to a new Sazka advisory board and will work alongside bid chair Sir Keith Mills.
Mills was appointed at the end of October and will work with King on retail strategy, with a particular focus on revitalising the high street after the pandemic.
“Getting people back to their local high street post COVID-19 requires fresh thinking, an innovative approach, and recognition that the National Lottery can play an integral role in that recovery,” said King.
“We need to revitalise this precious institution by bringing back those customers that have stopped playing, while making it relevant and exciting for new audiences too.
“A vibrant and growing lottery is the only way to guarantee more funding for good causes, which is crucial for helping Britain to build back better.”
Sazka Group entered the race to hold the licence in October 2020 by completing the response to the Gambling Commission’s Selection Questionnaire.
