Lotto is an Italian Sports wear company which began by making tennis shoes and building upon its success with footwear for other sports but keeping a focus on tennis. Lotto was an early sponsor of tennis professionals such as Martina Navratilova and Boris Becker. 

During the 80’s Lotto expanded into the still small sportswear and particularly football markets. Lotto’s first sponsorship agreements in football were signed with players, such as Rudd Gullit and teams, such as Milan and the Dutch national team. 

Professional footballers provided input in both the design and fine-tuning of the products. This involvement together with the athletes' public images helped make the company a leader in tennis and football.