Alchemy3 gives lottery players a chance to compete with 25 sports legends in the ultimate sports fantasy

For the first time in history, lottery players will have a chance to compete side-by-side with 25 of the greatest sports legends of our time and 25 world famous poker pros.

Alchemy3 has signed an agreement with the Sports Legends Challenge to give lottery-playing sports fans a once-in-a-lifetime experience to interact with the likes of Troy Aikman, Kareem Abdul-Jabbar, Richard Petty, Sugar Ray Leonard and Mike Ditka as well as compete for up to $10 million dollars in prize money in front of a nationally televised audience on Fox Sports.

The Sports Legends Challenge (SLC) is set for Sept. 14-17 at the Atlantis Paradise Island resort in the Bahamas. Alchemy3 has the exclusive right to offer lotteries the chance to incorporate the event into instant, on-line and retailer promotions.

The Sports Legends Challenge will be the only event of its kind where avid sports fans can play side-by-side with and against the greatest names in sports, while being coached by world famous poker professionals including Phil Helmuth, Annie Duke, Chris Moneymaker, Jamie Gold and Johnny Chan, culminating in a nationally televised No Limit Texas Hold ’Em poker event to be aired on Fox Sports on Thanksgiving Day.

“I’m thrilled to be participating in a great event like the Sports Legends Challenge,” said Mike Ditka. “It’s going to be a special couple of days, seeing old friends including Jerry West, who I guarded in college at Pitt. Couple that with playing Hold ’Em against fans and peers while being coached by the likes of Jamie Gold will be a first for me.”

The event will also be a first for lotteries. Alchemy3 will work with lotteries to offer players the chance to participate in the SLC through a wide variety of promotions for online games, including second-chance drawings. Lotteries can also use the Sports Legends Challenge to drive sales by offering qualifying retailers the chance to participate in the September event. Finally, Alchemy3 can work with international lotteries to build instant games around future Sports Legend Challenge events, with games launching in the spring of 2010.

“One of Alchemy3’s goals is to bring genuinely innovative marketing ideas to lotteries - ideas they just can’t get anywhere else,” said Alchemy3 CEO David Schorr. “The Sports Legends Challenge definitely fits the bill. Lotteries seldom have the chance to put their players and retailers in the company of legends like Kareem Abdul-Jabbar, Richard Petty and Mike Ditka - and with the bonus of a chance to win up to $10 million.”

Icons participating in the Sports Legends Challenge include Abdul-Jabbar, Petty and Ditka, along with Troy Aikman, Sugar Ray Leonard, Emmitt Smith, Reggie Jackson, Joe Namath, Julius Erving, Fuzzy Zoeller, Laffit Pincay, Jr., Herschel Walker, Jim Brown, Bobby Hull, Jerry West, Brooks Robinson, Gale Sayers, Kyle Petty, and Michael Strahan, with additional Legends to be named later.

Sports Legends Challenge Founder and CEO Bruce Bibbero said, “We believe that this distinct combination - fantasy sports camp meets the World Series of Poker - will provide an experience to be talked about forever.”

In the current economic environment, lotteries are under pressure to keep all their games fresh and to keep sales increasing. “The Sports Legend Challenge can help lotteries do both,” Schorr said.

Alchemy3 plans to make it easy for lotteries to couple promotions with the Sports Legends Challenge. “Before we propose an idea like this to a lottery, we think through how to make it successful and easy to stage at every step of the way,” Schorr said. “For example, Alchemy3 can create online or play-for-fun interactive ‘poker rooms’ and incorporate them into a lottery’s Web site, so players can get directly involved in the promotion.”