British betting brand The Pools unveils major relaunch and ‘game-changing’ rebrand
LEGENDARY British betting brand, The Pools, has unveiled a bold new look in its biggest shake-up in decades.
Formerly known as The Football Pools, the company has launched a fresh new logo and brand identity, backed by a huge marketing blitz, including eye-catching billboards in Liverpool and Manchester and a radio campaign across the North West.
This major rebrand isn’t just about looks — it’s about bringing the classic Pools experience into the digital age.
Fans can now sign up for a digital membership, pick their game, set a monthly spending limit (£10, £15, and £20), and enjoy exclusive perks like Free-To-Play games and free bets.
The Pools has been a staple of British football culture since 1923, when its first betting coupons were handed out outside Old Trafford.
Now, with a modern twist, it’s aiming to attract a whole new generation of players while keeping that nostalgic charm alive.
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."
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