The Football Pools backs major multi-format campaign with Media Agency Group

The Football Pools has launched a major multimedia marketing push that aims to propel the sports betting organisation back to the forefront of the sports betting industry.

Launched in collaboration with Media Agency Group (MAG), the UK-wide campaign is comprised of nationwide TV, radio and out of home (OOH)advertising, and debuted during ITV’s coverage of the RBS Six Nations match between Italy and Wales last Sunday.

The campaign stars several celebrities including actor Ricky Tomlinson, World Cup winner Gordon Banks and former footballers John Barnes, Neil ‘Razor’ Ruddock, Ray Parlour and Leon Osman. The ads are 30, 40 and 60 seconds in length, with key placements secured across major networks including Sky Sports, BT Sport, ITV and Eurosport.

MAG has also guaranteed key radio placements for The Football Pools, with ads set to air on TalkSport throughout March and April as we enter the business end of the football season.

John Kehoe, chief executive of MAG, said: “Our new campaign with The Football Pools marks an exciting new major marketing push for the brand. We’ve coordinated a fantastic new nationwide TV ad which is set to resonate with sports fans and betting enthusiasts across the UK, with radio and out of home formats helping to stretch the campaign’s reach further. We are extremely proud to be working with the world’s oldest football gaming company to help write this next chapter in the game’s incredible 92 year history.”

The Football Pools has also launched a new partnership with retailer WHSmith to enable people to play the pools in-store. To promote this, MAG is supporting its TV campaign with strategic OOH placements, with varied OOH formats located close to selected WH Smith stores, including both rail and roadside advertising.

Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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