The Pools relaunches with nostalgia-driven rebrand and OOH campaign

The Pools, formerly known as The Football Pools, has launched a rebrand alongside a new marketing campaign, the company announced on 26 February 2025.

The relaunch includes a new brand identity and logo, supported by out-of-home advertising and radio spots. The campaign, called “The Parents”, launched with outdoor advertising in Liverpool and Manchester, cities with historic ties to the brand. The Pools was founded in Liverpool in 1923, where it remains headquartered, and its coupons were first distributed the same year outside Manchester United’s Old Trafford ground.

The campaign takes a nostalgic approach to the brand’s long association with football culture, aiming to appeal to both existing customers and a younger audience. A radio campaign has also launched across North West England, with television and video-on-demand advertising due to follow in March.

Digital changes and new membership model

Alongside the marketing push, The Pools has revamped its digital offering. Its Classic Pools game and other pools products are now presented as a digital membership, letting customers choose a game and set a monthly spend level of £10, £15 or £20. Membership includes free-to-play games and free bets. The update follows a recent overhaul of the brand’s online platform, delivered with technology from Gaming Innovation Group (GiG Software Plc).

James Arnold, chief executive of The Pools, said the relaunch was designed to preserve the emotional connection existing players have with the brand while appealing to a new generation. He said the new positioning was built around humour and personality, reflecting the enjoyment of playing and winning.

New brand mark and creative partner

The rebrand was developed with London-based agency Amigo Partnership, which also created a new brand mark called The Play Maker, styled on the handwritten crosses used on traditional pools coupons.

Nick Withersby, executive creative director at Amigo Partnership, said the campaign used real family photographs from the 1980s and 1990s to give the advertising an authentic, nostalgic feel while avoiding clichés associated with the betting sector.

The Pools, which marked its 100th anniversary in 2023, describes itself as a forerunner of the National Lottery and the first business to offer a multimillion-pound jackpot. Beyond its traditional pools betting product, the company also offers lotto, sports betting, casino games and free-to-play options.