The Pools

How a Betting Institution Was Born

The brand’s story began in 1923. Littlewoods Football Pools launched from a small Liverpool office. Three friends started the venture, each investing £50. They printed and distributed the initial 4,000 betting coupons outside Manchester United’s Old Trafford stadium. John Moores, one of the founders, quickly showed great entrepreneurial drive.

Consequently, he dramatically scaled the operation. It became one of the largest football pools enterprises globally. At its peak, up to 14 million people participated weekly. Their total stakes exceeded £50 million.

The company’s early years reflected national events. During the war, for example, the Littlewoods Pools headquarters in Edge Lane, Liverpool, was used by the Government’s censorship department. Furthermore, the company’s printers changed focus. They produced 17 million call-up papers. Employees also began making parachutes, quickly delivering tens of thousands to the Air Ministry.

Adopting Technology and Making Winners

Following the war, the huge scale of operations required modern processing. By the early 1950s, over 10,000 staff checked up to five million coupons every week.

Therefore, The Pools pioneered new technologies. In 1961, it designed and commissioned the first high-speed optical scanners for its checking centres. Then, it was one of the first UK businesses to install an IBM 360 system in 1966. A year later, The Pools introduced the UK’s first optical character reading machine to efficiently process client coupons.

The 1970s and 1980s were significant. The company became well-known for creating big winners. Celebrities like Tyrone Power, Joan Collins, and Bob Hope often presented jackpot cheques. This high-profile publicity highlighted the life-changing sums won by punters. Over its history, the company has congratulated millions of people. Thousands have achieved substantial financial success through correct football predictions.

Supporting UK Football

The Pools has historically contributed substantial funds to football. Decades of pools proceeds were directed toward the sport. Specifically, the company played a crucial role in enhancing stadium safety through the Football Trust.

For instance, in the 1990s, Littlewoods Pools pledged £240 million. This was specifically to fund the installation of all-seater football stadia after the Hillsborough tragedy. This commitment is widely recognized. It helped finance many of the modern football grounds seen across Britain today.

The Digital Transition

The 2000s marked a strategic reorganization. In 2007, the three prominent UK pools operators – Littlewoods, Vernons, and Zetters – merged. They were renamed ‘The Football Pools.’ Building on their shared history, the ‘new Football Pools’ launched in 2008. They introduced modernized products and easier ways to play.

The brand fully became a comprehensive online operator in 2018. This happened with the launch of the current name, The Pools. This move addressed the growing demand for online betting flexibility. It also broadened the product range. Today, The Pools provides a complete digital experience via a website and app. It combines the traditional pools games with a full range of sports betting, casino games, and instant win products. This includes virtual and in-play options. It also hosts Footie5, a popular free-to-play prediction game.

The Pools Panel maintains the integrity of the core game. This panel, which determines results for postponed matches, celebrated its 60th anniversary in 2022. Football figures such as Michael Owen, Derek Johnstone, and Rachel Brown-Finnis recently joined its ranks.

The Pools continues its operation from Liverpool. It employs around 150 staff in key functions like compliance, marketing, and IT development. It maintains its historic role while actively competing in the contemporary European iGaming market.