Deni Avdija and Israeli Sports Stars Score Global Award for Campaign
NBA star Deni Avdija and Israeli sports figures led a Toto responsible gambling campaign that won second place at the World Lottery Association awards in Sydney.
Deni Avdija and prominent Israeli sports figures have earned international recognition after a responsible gambling campaign featuring the NBA star secured second place at the World Lottery Association (WLA) awards ceremony in Sydney, Australia.
International Recognition in Sydney
The Israeli Toto campaign competed against major global entries evaluated by the WLA, an organization uniting 166 regulated gambling bodies across approximately 90 countries. Judges awarded the second-place prize in the "Player Engagement: Awareness Among Youth and Young Adults" category, which focuses on initiatives designed to reduce gambling risks among individuals under 25 and emerging athletes.
Alongside Avdija, the campaign featured Maccabi Tel Aviv basketball coach Oded Kattash, club basketball players Roman Sorkin and Yam Madar, and Maccabi Tel Aviv footballer Dor Pertz. The stars delivered critical messaging centered on maintaining self-control, avoiding excessive betting, and understanding the inherent dangers of sports wagering.
Leadership Praise and Campaign Impact
Toto CEO Meir Bardugo highlighted the broader significance of the achievement. "This is an exceptional accomplishment, especially given that global public opinion is not always favorable toward Israel," Bardugo stated. "We are immensely proud of this campaign, which combines our top athletes with a vital message for our audience to play responsibly."
Toto Chairman Shabtai Tzur echoed those sentiments, emphasizing the international PR value of the award. Produced by the Glickman Shamir Samsonov Publicis advertising agency and spearheaded by Toto executives Ronen Greenfield and Hilla Beja-Brinzinsky, the campaign proved that quality public advocacy can resonate strongly on the global stage.
