**The Pools, formerly known as The Football Pools, has announced an exciting rebrand, signaling a new era for the iconic UK betting company.**
Combining a fresh brand identity and logo with a significant out-of-home (OOH) marketing and radio advertising campaign, The Pools’ transformative relaunch capitalizes on its nostalgic place in British cultural heritage while establishing a unique digital igaming experience for 2025 and beyond.
The revamped multi-channel rebranding strategy launches today with OOH advertising installations live in Liverpool and Manchester, introducing “The Parents” campaign to new audiences. The campaign theme is a light-hearted and nostalgic celebration of the brand’s long-standing position in football fandom.
The Pools first launched in 1923 in Liverpool, where its headquarters remain to this day over 100 years later, and its much-loved coupons were initially distributed that same year outside Manchester United’s Old Trafford football ground.
The digital reinvention of the beloved ‘Classic Pools’, along with other pools games, now offers a digital membership. This allows customers to choose their preferred game and set their monthly spend level (£10, £15, £20), while enjoying exclusive member benefits such as Free-To-Play games and free bets.
In addition to the OOH installations, The Pools is launching a new radio campaign across North West England, the brand’s spiritual home in Merseyside. The radio campaign aims to reconnect the public with a beloved and highly-regarded British institution, while also introducing the brand to a new generation of players. A TV and VOD marketing campaign will follow next month.
James Arnold, Chief Executive Officer of The Pools, stated, “It’s a hugely exciting day for The Pools as we relaunch this iconic and well-loved brand. Our players across the country have such an affinity and emotional connection with our product, and we believe our new marketing campaign stays true to them while also looking towards the next generation of The Pools customers.
“We wanted to emphasize the humor and personality central to our new brand position, celebrating the joy of playing and the thrill of winning, both big and small. We couldn’t be happier with how the campaign has turned out, and we feel the fresh, retro-modern feel will appeal to all players, both new and existing. The Pools is well and truly back.”
The Pools collaborated with London-based integrated creative agency Amigo Partnership to deliver the new rebranding campaign, which also includes the introduction of a distinctive new brand mark, The Play Maker. The logo is part of a broader marketing strategy that fuses contemporary techniques and sensibilities with a profound respect for historical and cultural legacies.
The marketing launch also follows The Pools’ recent upgraded online presence powered by Gaming Innovation Group (GiG Software Plc). The Pools’ online revamp reflects the brand’s commitment to providing a modern, user-friendly experience and reaching new audiences, while maintaining its iconic reputation in UK betting.