Eighty-five years ago three friends and business partners set up Littlewoods Football Pools and began handing out coupons at Old Trafford. Just one year later, with the business not a great success, John Moores bought out the other two company founders and went on to become a billionaire and earn himself a knighthood. By 2007 Sportech Plc had acquired Littlewoods, Vernons and Zetters Football Pools, and 2008 has brought the rebranding and relaunch of ‘The New Football Pools’ in time for the new football season.

In 1994, before the arrival of the National Lottery, one in three adults (around 10 million people) played the pools each week. Just two weeks after the launch of the Lottery sales were down with the loss of some two million clients. The decline in custom continued but Sportech believes it can revive the fortunes of the football pools by attracting a younger player, particularly those who are Fantasy Football enthusiasts.

Less than 1% of customers currently play online and while there is potential for growth in sales via mobiles, handheld machines and touch-tone screens, Ian Penrose, Sportech CEO, believes there is a future for door-to-door collections in the medium term. The creation of a single football pools brand will enable Sportech to increase the payouts but the company is focused on making the pools easier and more enjoyable to play. Sportech is also looking to attract overseas players who are keen watchers of English football games.

In a television interview shown today Ian Penrose described betting on the football pools as not so much as gambling, but more as having a flutter. Over £3 million has been spent on the relaunch and a deal with Ladbrokes will mean the game will be distributed in 1,700 betting shops. The company has launched a new game based on Premier League fixtures only and has plans for a similar competition around the Champions League. As Ian Penrose said, both betting and football have never been more popular, so ‘The New Football Pools’ could become a winner for Sportech. (E-07.24.08)

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