The Pools (formerly The Football Pools) has unveiled its game-changing new rebrand to mark an exciting next chapter for the 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’ 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 with OOH advertising installations going live in Liverpool and Manchester, introducing its “The Parents” campaign to new audiences – the theme of the campaign being a light-hearted and nostalgic celebration of the brand’s long-held position in football fandom.
The Pools first launched in 1923 in Liverpool – its HQ to this day over 100 years later – while its much-loved coupons were first handed out that same year outside Manchester United’s Old Trafford football ground.
The digital reinvention of the beloved ‘Classic Pools’, and other pools games, now take the form of a digital membership allowing 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 launches a new radio campaign across North West England, the spiritual home of the Merseyside brand. The radio campaign will reacquaint the public to a much-loved 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, said:
It’s a hugely exciting day for The Pools as we relaunch this iconic and well-loved brand. Our players up and down 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 which is so 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 teamed up 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 wider marketing strategy to fuse 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.
Nick Withersby, Executive Creative Director of Amigo Partnership, said:
As a child of the 1980s, The Pools holds an iconic place in my heart. With our rebrand and relaunch, we’re knocking on the nation’s front door again. The ‘Your Parents’ campaign flips nostalgia into something fresh. Designed to disrupt and engage a new generation, the campaign confidently stands apart from category tropes. The humour is sharp but inclusive, never laddish or macho. To amplify its authenticity, we’ve used real-life, family album photography of our team’s actual parents from the 1980s and 1990s. The new Play Maker brand mark, hand-drawn like the old Pools coupon Xs, bridges past and present. It’s youthful, joyful, and unmistakably The Pools.
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