Costcutter has signed a deal with Durham County Cricket Club giving it introduction to 400 of the club's Cashline lottery agents.
Costcutter said many of these contacts could be potential franchisees who could further its expansion in north east England.
The retailer currently has 1,200 outlets but only 3% of these are in the region.
Costcutter will help sponsor the training of players at DCCC's cricketing academy through the partnership deal.
The agents sell the club's lottery tickets to local independent retailers.
Costcutter chairman and md Colin Graves said Durham recently gained test match status, which meant its matches would be televised. This would give Costcutter additional advertising coverage through hoardings displayed at the club's ground.
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