Historic £181m EuroMillions jackpot is a huge marketing win for Allwyn

Allwyn operated National Lottery sign at a shop
Credit: Nick Beer / Shutterstock

National Lottery operator Allwyn has confirmed that a UK-based claim has been made for the £181.1m jackpot from the EuroMillions draw on Tuesday 10 March.

A single UK ticket holder matched all five main numbers – 12, 14, 27, 44 and 50 – along with Lucky Stars 4 and 12 to win the entire prize.

If validated, the win will become the third largest jackpot ever awarded to a UK player in the history of the National Lottery. It will also be the biggest win since Allwyn became operator of the National Lottery in February 2024.

The mammoth payout this lucky player will receive could prove to be a big win for Allwyn and the National Lottery, in a marketing sense.

A spokesperson for Allwyn told Lottery Daily: “Having a UK winner of this size is hugely beneficial to win belief and creates a ‘halo effect’ around all National Lottery games, with people feeling more positive about playing.

“In terms of ticket sales, big jackpots drive player excitement, ticket sales and therefore returns to good causes.

“For example, last year saw the best sales ever generated by a single EuroMillions roll series in June 2025 at £550m, with more than £190m of that roll going to good causes. The UK also had the highest share of EuroMillions sales on record at 30.4%.”

The win is the first UK EuroMillions jackpot win of 2026 and the largest National Lottery prize claimed by a UK player since 2022. 

The record remains a £195.7m EuroMillions jackpot won by an anonymous UK ticket holder in July 2022, followed by the £184.2m prize won by Joe and Jess Thwaite in May of the same year.

“This is an incredible win for one lucky ticket-holder,” said Andy Carter, Senior Winners’ Adviser at Allwyn.

“They have immediately leaped into third place in The National Lottery rich list and have a fortune to rival Adele.

“This jackpot will no doubt change their life, and the lives of the family and friends around them and even make a difference across entire communities.

“The team of Winners’ Advisors here at Allwyn are now on hand to guide the ticket-holder through the claim and then to provide the support they need as they embark on their new life.

“Whether it is financial and legal advice, well-being support, or a guide on how to book a private jet, should they wish. Here at Allwyn we place the winner at the heart of everything we do to ensure they have access to everything they need.”

Once validated, the prize will be paid during an appointment with one of the lottery operator’s winners’ advisers.

Visibility for Allwyn

The win provides a lot of visibility for Allwyn as the firm moves ahead with its third year of operating the 10 year National Lottery licence.

Allwyn has set itself an ambitious target of doubling returns to good causes from £30m to £60m a year by the end of the contract in 2034. 

Ticket sales are of course key to this, and there’s no better advert for ticket sales than a life changing multi-million pound win…