The Pools, formerly known as The Football Pools, has unveiled a game-changing rebrand to mark an exciting new chapter for this iconic UK betting company.
With a fresh brand identity and logo, complemented by a major out-of-home (OOH) marketing and radio advertising campaign, The Pools’ transformative relaunch leverages 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, featuring OOH advertising installations in Liverpool and Manchester. It introduces “The Parents” campaign to new audiences, celebrating the brand’s long-standing place in football fandom with a light-hearted and nostalgic theme.
The Pools first debuted in 1923 in Liverpool—where its headquarters remain over 100 years later—and its much-loved coupons were first distributed that same year outside Manchester United’s Old Trafford football ground.
The digital reinvention of the beloved ‘Classic Pools’ and other games now offers a digital membership, allowing customers to choose their preferred game and set their monthly spend level (£10, £15, £20). Members also enjoy exclusive benefits such as Free-To-Play games and free bets.
In addition to the OOH installations, a new radio campaign launches across North West England, the spiritual home of this Merseyside brand. The campaign reacquaints the public with this much-loved 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, commented: “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 emphasise the humour 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 includes the introduction of a distinctive new brand mark, The Play Maker. The logo is part of a broader marketing strategy that combines contemporary techniques and sensibilities with a deep respect for historical and cultural legacies.
The marketing launch also follows The Pools’ recent updated online presence powered by Gaming Innovation Group. The Pools’ online revamp reflects the brand’s commitment to offering a modern, user-friendly experience and reaching new audiences while maintaining its iconic reputation in UK betting.