Abstract: Based on the essential experience of worldwide Toto and combined with the actual market situation of lottery, especially Toto in China, this paper points out the latent problems of issuing Chinese Football Association Super League Toto (CFASL-Toto) and puts forward the corresponding solutions. By integrating multifarious factors, such as match competitiveness, jet lag and home team effect, this paper estimates that the yearly sales of the CFASL-Toto will stand at 6-7 billion RMB, and the corresponding public funds will be 1.5 billion RMB. On the basis of strictly scrutinizing relevant policies and regulations, this paper designs the types and rules of the CFASL-Toto, which should be fixed-odd sporttery, and the odd should be adjusted according to team competitive level. Giving full consideration to the interests of existing stakeholders, this paper constructs the distribution mode of public funds, holding that public funds from the CFASL-Toto be allocated by financial departments, and the incremental part be put into youth football talent training and grassroots football welfare activities, so as to realize the benign interaction between Chinese football career and China sports lottery.

Key words: CFASL-Toto, lottery public funds, proposal design, latent market size, distribution mode