The Pools (previously named The Football Pools) has undergone a rebrand to mark its ‘new chapter’.
The UK betting company looks to combine a fresh brand identity and logo with a major out-of-home (OOH) marketing and radio advertising campaign.
Described as a transformative relaunch, the move is said to ‘leverage the brand’s nostalgic place in British cultural heritage’, while establishing a unique digital igaming experience for 2025 and beyond.
James Arnold, The Pools’ CEO, commented: “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.”
The Pools first launched in 1923 in Liverpool. The digital reinvention of ‘Classic Pools’, and other pools games, now take the form of a digital membership allowing customers to choose their preferred game and set their monthly spend level, while accessing member benefits like Free-To-Play games and free bets.
Arnold added: “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.”
The aforementioned OOH advertising installations are going live in Liverpool and Manchester, introducing its “The Parents” campaign to new audiences.
In addition to these, The Pools has also launched a new radio campaign across North West England, which will ‘reacquaint the public’ to a much-loved and highly-regarded British institution, while also introducing the brand to a new generation of players.
The brand has highlighted that a TV and VOD marketing campaign is to follow next month.
It was only last month that Gaming Innovation Group (GiG) upgraded the online presence of The Football Pools – which is powered by its X-Suite technology.
Marking a ‘significant step’ in the digital evolution of the brand, The Pools looked to ‘embrace the future of igaming’ having migrated onto GiG’s SportX sportsbook and CoreX igaming platform.
