After two years of heavy losses totalling more than £30m, iconic Liverpool gaming venture The Football Pools is relaunching its offer in a bid to write a ‘new chapter’ in its 102-year history. Tony McDonough reports

Since its launch in Liverpool in 1923 The Football Pools has become one of the city’s most iconic businesses and now it is looking to relaunch its brand after a difficult period.

In September 2024, LBN revealed how lenders had taken control of the Walton-based firm after it sustained two years of heavy losses. Pre-tax losses of £18m in 2022 were followed by further losses of £15m in 2023.

Revenues for 2023 came in at £21m, lower than the £24.7m reported for 2022. Directors concluded the business needed further capital injection and this prompted discussions between its shareholders OpCapita Funds and lender HOF.

As a result of these discussions it was decided that HOF, an investment fund run by Hoplon Investment Partners, would take a majority stake in the business and put in a further £4m of capital.

On Wednesday The Football Pools, now called just The Pools, revealed a new brand identity and logo combined with a major marketing and radio advertising campaign.

Advertising installations are going live in Liverpool and Manchester, introducing its The Parents campaign to new audiences. The theme of the campaign being a light-hearted and nostalgic celebration of the brand’s long-held position in football fandom.

The Football Pools was founded in the city in 1923 by tycoon Sir John Moores. Then called Littlewoods Pools it was regarded as the best way of getting rich quickly by generations of Brits.

Players would use skill and luck to forecast the weekend’s football results. At its height the Pools employed an army of doorstep coupon collectors and hundreds of people checking the coupons back at its Liverpool headquarters.

In 1994 it faced an existential threat when the UK Government launched the National Lottery. The number of people doing the Pools plummeted but, somehow, the brand survived and maintained a steady customer base

Today it is a business that has taken the traditional Pools game and updated it for the digital age. The company, which employs more than 150 people, is now in its 101st football season. The company also offers other online subscription games.

This digital reinvention of the ‘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 (£10, £20, £30) and exclusive member benefits.

In addition to the advertising installations The Pools is launching a new radio campaign across North West England.

It aims to reacquaint the public to a much-loved and highly-regarded British institution, while also introducing the brand to a new generation of players. A TV and VOD marketing campaign will follow next month.

Chief executive James Arnold 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.

“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.”

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The Pools teamed up with London-based integrated creative agency Amigo Partnership to deliver the new rebranding campaign, which also includes the introduction of a distinctive new brand mark, The Play Maker.

This marketing launch also follows The Pools’ recent upgraded online presence powered by Gaming Innovation Group (GiG Software Plc).