The Pools Unveils Major Overhaul of Marketing Strategy

The Pools has undergone a major relaunch, introducing a new brand identity and a significant out-of-home (OOH) marketing campaign as part of an “exciting new chapter.”

The rebrand features a new visual identity, including a fresh logo known as ‘The Play Maker.’

A teal cross, the brand mark, signifies a blend of “contemporary techniques and sensibilities with a deep respect for historical and cultural legacies,” as described by the operator.

The teal cross also connects to the company’s heritage, harking back to the days when customers played the pools by marking their choices on a coupon with an ‘X.’

The Pools, previously known as The Football Pools, will continue its “The Parents” campaign as part of its growth strategy.

With taglines like “Your parents probably did it more than once,” the playful ad showcases photos of couples from the 80s and 90s smiling, hugging, and holding hands.

The OOH campaign will launch in Manchester and Liverpool, the latter being the city where The Pools was first established in 1923, with a primary focus on evoking nostalgia.

The company stated: “The Pools’ transformative relaunch leverages its nostalgic place in British cultural heritage while creating a unique digital igaming experience for 2025 and beyond.”

“The campaign’s theme is a light-hearted and nostalgic celebration of the brand’s long-standing position in football fandom.”

Alongside the OOH campaign, The Pools plans to launch a radio campaign across North West England, with a TV and video on-demand campaign scheduled for March.

The rebrand and new marketing initiatives follow The Pools’ collaboration with Gaming Innovation Group (GiG) for sports betting and igaming supply deals.

To align with the relaunch, a digital membership for its traditional pools games will be available from 1 March, allowing customers to select a monthly spend level and access various benefits and bonuses.

The business worked with London-based creative agency Amigo Partnership for the rebrand. Amigo has a history of working with LiveScore, Virgin Bet, Rolls Royce, and the Financial Times.

Speaking exclusively to EGR, The Pools CEO James Arnold revealed that research for the new campaign identified two clear target segments: the over-35s, who have some familiarity with The Pools through memories of their parents, and the under-35s, who lack brand awareness.

Arnold stated: “The theme ‘The Parents’ was developed with our agency, Amigo, to harness the power of the brand.”

“This brand affinity exists and reminds people of experiences and memories with their parents, which was a really compelling approach.”

“We’ve been extremely pleased with the campaign results and are eagerly anticipating its performance.”

Nick Withersby, Amigo Partnership’s executive creative director, commented: “As a child of the 1980s, The Pools holds an iconic place in my heart. With our rebrand and relaunch, we’re reaching out to the nation again.”

“The campaign is designed to disrupt and engage a new generation, confidently setting itself apart from industry norms. The humor is sharp but inclusive, never laddish or macho.”

“To increase its authenticity, we’ve used real-life, family album photos of our team’s actual parents from the 1980s and 1990s.”

The company appointed former Reebok head Sharon Wright as its marketing director in October.

Arnold noted that while there is considerable gambling expertise within his senior executive team, he consciously decided to bring in someone with extensive experience outside of gaming for marketing to provide a broader perspective.

The centenarian operator is planning a revamp with a nostalgia-driven out-of-home campaign, radio spots, and a refreshed brand identity.