The Pools, formerly known as The Football Pools, has unveiled a transformative rebrand that marks a significant new chapter for this iconic UK betting company.
Combining a fresh brand identity and logo with a major out-of-home (OOH) marketing and radio advertising campaign, The Pools’ 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 with OOH advertising installations going live in Liverpool and Manchester, introducing its campaign titled “The Parents” to new audiences—a theme that humorously celebrates the brand’s long-standing place in football fandom.
The Pools first started in 1923 in Liverpool, which remains its headquarters over 100 years later. Its much-loved coupons were initially distributed the same year outside Manchester United’s Old Trafford football ground.
The digital transformation of the beloved ‘Classic Pools’ and other pools games now features a digital membership. Customers can choose their preferred game and set their monthly spending 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 spiritual home of the Merseyside brand. The radio campaign aims to reacquaint the public with this cherished British institution while also introducing the brand to a new generation of players. A TV and VOD marketing campaign is set to follow next month.
James Arnold, Chief Executive Officer of The Pools, said: “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 remains true to them while also reaching out to 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 the campaign’s outcome, 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 the 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. This logo is part of a broader marketing strategy to blend contemporary techniques and sensibilities with a deep 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.
Iconic British brand The Pools announces a major relaunch, reflecting a commitment to both innovation and tradition, alongside a strengthened digital presence.