The Pools, formerly known as The Football Pools, has announced a major rebranding initiative, marking a new phase for the long-established UK betting operator. The relaunch introduces a refreshed brand identity alongside a multi-channel marketing campaign, aiming to blend its rich heritage with a modern digital igaming experience.
The rebranding campaign includes out-of-home (OOH) advertising in Liverpool and Manchester, featuring “The Parents” campaign—a nostalgic nod to the brand’s longstanding association with football culture. A radio campaign across North West England is also launching, reinforcing The Pools’ presence in its historic home market. The campaign will expand to television and video-on-demand (VOD) advertising in the coming months.
Founded in 1923 in Liverpool, The Pools has remained headquartered in the city for over a century. The original Pools coupons were first distributed outside Manchester United’s Old Trafford stadium that same year. The brand’s digital transformation now offers customers a membership-based experience, allowing them to select their preferred games and set monthly spending limits. Members gain access to Free-To-Play games and free bets as part of the new model.
The relaunch has been developed in collaboration with London-based creative agency Amigo Partnership, which introduced a new brand logo, The Play Maker, as part of a wider strategy to merge contemporary branding techniques with the company’s historical significance.
The announcement follows The Pools’ recent online platform upgrade, powered by Gaming Innovation Group (GiG Software Plc). The new digital infrastructure aims to provide an enhanced user experience while reinforcing the brand’s relevance in the evolving igaming market.
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.”
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.”
