Totalizator Sportowy Opens Tender for Crisis Communications Agency
Clara Williams 
Totalizator Sportowy, Poland’s state-owned gambling operator, has opened bidding for a two-year contract to secure a crisis communications agency. The business behind the national lottery brand LOTTO, the iLOTTO platform, online casino Total Casino, and the Salony Gier slot arcade network requires a partner to review its procedures and provide round-the-clock support when its reputation is threatened. Proposals for the contract must be submitted by 20 October.
Key Takeaways:
- Totalizator Sportowy is seeking a crisis communications agency for a two-year contract.
- Tenders detailing audits and strategy documents are due by 15 December 2026.
- The procurement follows a withdrawn influencer marketing campaign for the iLOTTO platform.
Crisis Communications Strategy and 2026 Deadlines
The successful agency will be tasked with examining how information moves through Totalizator Sportowy, assessing its media relations, and reviewing its handling of previous crises. The firm must identify reputational risks and recommend procedural improvements. This audit will form the foundation of a comprehensive crisis communications strategy, which must include response scenarios, draft statements, and prepared questions and answers.
Tenders detailing the draft audits and strategy documents are due by 15 December 2026. The initial stage of the project is scheduled to take six months, with an option for a three-month extension. Alongside the strategic audit, the agency will monitor media coverage, flag emerging threats, and assist in preparing communications materials. During an active crisis, the agency must be available 24 hours a day, seven days a week. Tender assessments will be weighted primarily on price, which accounts for 60 percent of the evaluation, while the project manager’s audit experience will make up the remaining 40 percent.
iLOTTO Influencer Marketing Controversy
The appointment comes as Totalizator Sportowy seeks to protect and refresh the image of a business deeply rooted in Polish public life. Established in 1955 to finance sports facilities, the operator remains a major funding source for sport and culture. However, modernizing this heritage has proven sensitive. In the first half of this year, the company launched an agency tender for influencer marketing designed to boost the Polish Lotto brand's social media presence and attract customers to the iLOTTO platform.
Totalizator Sportowy withdrew this procurement in April following controversy over whether the promotional material could reach children. The operator denied any intention to target minors, stating that the proposed campaign was exclusively designed for adult audiences.
Total Casino Exclusivity and Market Pressures
Beyond its online lottery operations, the state-owned company maintains an online casino monopoly. Under Polish law, the sector is reserved for Totalizator Sportowy, making Total Casino the country’s only legally authorized online casino platform. Private gambling businesses continue to press for an open market, with betting brands such as STS, Fortuna Entertainment Group, and Banijay Group’s Betclic standing to benefit from potential regulatory changes.
Supporters of an open market argue that licensed competition could effectively draw players away from offshore sites. Despite these pressures, political appetite for reform remains limited. No changes to the legal framework have been announced, leaving Total Casino’s exclusivity intact while its parent company focuses on safeguarding its public reputation through the new communications tender.
