Sazka Group has hired former Sainsbury’s chief executive Justin King to advise on its bid for the UK National Lottery licence.

King, a veteran retail executive who also serves as vice chairman of private equity firm Terra Firma, is the first appointment to a new advisory board working on Sazka’s tender.

“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,” King said in a statement.

“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”.