The Football Pools rebrands as The Pools with nostalgia-driven campaign
The century-old British betting brand has relaunched under the name The Pools, backed by a new logo and a nationwide out-of-home and radio campaign called "The Parents".
The Football Pools has rebranded as The Pools, unveiling a new visual identity alongside a multi-channel marketing push that launched on Wednesday 26th February 2025.
The relaunch centres on a campaign titled “The Parents”, which draws on the brand’s long association with British football culture. Out-of-home advertising has gone live in Liverpool and Manchester, two cities central to the brand’s history. The Pools was founded in Liverpool in 1923, where it remains headquartered, and its coupons were first distributed outside Manchester United’s Old Trafford stadium the same year.
A radio campaign is also running across North West England, aimed at reconnecting with long-standing customers while attracting younger players. A television and video-on-demand campaign is due to follow next month.
Digital membership model
As part of the overhaul, the traditional ‘Classic Pools’ game and other pools products have been reworked into a digital membership format. Customers can select their preferred game and choose a monthly spend level of £10, £20 or £30, with membership benefits including free-to-play games and free bets.
The rebrand follows a recent upgrade to The Pools’ online platform, delivered in partnership with Gaming Innovation Group (GiG Software Plc), intended to modernise the customer experience while retaining the brand’s heritage positioning.
New branding and creative partner
The rebrand includes a new brand mark called The Play Maker, designed to echo the hand-drawn crosses used on traditional pools coupons. The creative work was produced with London agency Amigo Partnership.
James Arnold, Chief Executive Officer of The Pools, said the relaunch aimed to stay true to the emotional connection existing players have with the brand while appealing to a new generation, describing the new campaign as reflecting the personality and humour central to its repositioning.
Nick Withersby, Executive Creative Director at Amigo Partnership, said the campaign uses real family photography from the 1980s and 1990s to give the nostalgic theme an authentic feel, adding that the new branding was designed to bridge the company’s past and present.
The Pools, formerly known as The Football Pools, marked its 100th anniversary in 2023. It is recognised as a forerunner to the National Lottery and the first business to offer a multimillion-pound jackpot. Beyond its pools betting products, the company also offers lotto, sports betting, casino games and free-to-play options.