The Pools (previously The Football Pools) has revealed a game-changing new redesign to usher in an exciting new era for the legendary UK betting institution.
The Pools’ revolutionary relaunch, which includes a new brand design and logo as well as a significant out-of-home (OOH) marketing and radio advertising campaign, capitalizes on the company’s historical role in British cultural heritage while also establishing a distinct digital igaming experience for 2025 and beyond.
The revamped multi-channel rebranding strategy goes live today with OOH advertising installations in Liverpool and Manchester, introducing new audiences to its “The Parents” campaign, which is a light-hearted and nostalgic celebration of the brand’s long-held position in football fandom.
The Pools was founded in 1923 in Liverpool, which remains its headquarters over a century later, and its well-known coupons were originally distributed that same year outside Manchester United’s Old Trafford football stadium.
The beloved ‘Classic Pools’ and other pool games have been digitally reinvented as a digital membership, allowing customers to select their preferred game and set their monthly spend level (£10, £15, £20), while also enjoying exclusive member benefits such as Free-To-Play games and free bets.
In addition to the OOH installations, will launch a new radio campaign in North West England, the true home of the Merseyside brand. The radio campaign will reconnect the audience with a well-known and respected British institution while simultaneously introducing the brand to a new generation of players. A TV and VOD marketing effort will launch next month.
The Pools’ Chief Executive Officer, James Arnold, stated, “It’s a really exciting day for The Pools as we relaunch this famous and well-loved brand.
“Our players across the country have such an affinity and emotional connection to our product, and we believe our new marketing campaign remains loyal to them while also looking ahead to 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.”
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The Pools collaborated with Amigo Partnership, a London-based integrated creative agency, to launch the new rebranding campaign, which includes the introduction of a distinctive new brand mark, The Play Maker.
The logo is part of a larger marketing plan that combines modern techniques and sensibilities with a strong appreciation for historical and cultural traditions.
The marketing campaign follows The Pools’ recent revamp to their web presence, which was powered by Gaming Innovation Group (GiG Software Plc). The Pools’ web redesign underlines the company’s dedication to provide a modern, user-friendly experience and reaching new audiences, all while maintaining its iconic status in UK betting.
Nick Withersby, Executive Creative Director of Amigo Partnership, stated, “As an 80s youngster, The Pools retains an iconic place in my heart. With our rebranding and relaunch, we’re knocking on the nation’s front door again.
“The ‘Your Parents’ campaign transforms nostalgia into something new.”
“Designed to disrupt and engage a new generation, the campaign confidently deviates from category tropes.” The humour is keen but inclusive, never laddish or masculine. To add to its realism, we included real-life family album photos 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, connects the past and present. It’s lively, cheerful, and undeniably The Pools.”
About The Pools
The Pools is the new brand identity for the historic British brand ‘The Football Pools’, which will celebrate its 100th anniversary in 2023. It holds a historical role in the UK market as both the forerunner to the National Lottery and the first company to provide a multimillion-pound jackpot prize.
In addition to its market-leading position in UK ‘pools’ betting, ‘The Pools’ allows clients to play and win on a variety of online gambling products such as lotteries, sports betting, casino, and unique free-to-play games.
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