The Pools Unveils Major Rebrand to Modernize Its Betting Experience
The Pools, formerly known as The Football Pools, has launched a comprehensive rebrand to mark a new era for the historic UK betting company. The transformation includes a fresh brand identity, a new logo, and a multi-channel marketing campaign aimed at engaging both long-time fans and a new generation of players.
Blending Nostalgia with a Digital Future
The rebranding strategy embraces The Pools’ deep-rooted heritage in British football culture while introducing a modern digital experience. A key component is the updated Classic Pools and other pools games.
Now available through a digital membership, players can select their preferred game and set a monthly spend limit (£10, £15, £20). Additionally, they can enjoy benefits like Free-To-Play games and free bets.
Marketing Push Across Multiple Channels
The rebrand kicks off with an out-of-home (OOH) advertising campaign in Liverpool and Manchester. It features The Parents campaign—a nostalgic yet lighthearted celebration of the brand’s long-standing place in football fandom.
Furthermore, a radio campaign in North West England will reinforce the brand’s legacy. Next month, a TV and video-on-demand (VOD) campaign will follow.
Revitalizing an Iconic Brand
James Arnold, CEO of The Pools, emphasized the significance of this relaunch:
“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 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.”
A Collaboration with Amigo Partnership
To execute the rebrand, The Pools teamed up with London-based creative agency Amigo Partnership. A key part of the campaign is The Play Maker, a new hand-drawn logo inspired by the traditional Pools coupon Xs. This design blends past and present, reinforcing the company’s commitment to innovation while honoring its history.
Nick Withersby, Executive Creative Director at Amigo Partnership, highlighted the creative direction:
“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.”
The rebranding follows The Pools’ recent online upgrade, powered by Gaming Innovation Group (GiG Software Plc).