Betting firm Sportech has appointed Branded Moments of Truth to relaunch its Littlewoods Football Pools brand ahead of next month's start of the 2008/09 season.
Its rebrand as The New Football Pools follows its merger with rival pools firms Vernons, which Sportech acquired last year, and Zetters, which it bought in 2002. The offering, is aimed at the modern football fan, with bigger jackpots to compete with the National Lottery. Consumers will be able to play online, by mobile phone and in betting shops.
The relaunch will be supported by a £5m promotional campaign created by direct specialist Stephen Francis Whitson.
Littlewoods Pools attracted up to 10m players a week at its peak in the 80s, but business slumped when gamblers were lured away by the bigger prizes offered by the Lottery, which launched in 1994.