Following the successful launch of The Football Pools Affiliate Programme, we are delighted to confirm that Level will continue to provide marketing and creative support to the team, with the objective of encouraging engagement, driving website traffic and converting sign-ups.

The Football Pools has formed affiliate partnerships with Rangers FC, Sunderland AFC, Burnley FC, Huddersfield Town FC, Northern Premier League and the Walking Football Association.

By signing up to play the affiliate Pools, fans have the chance to take part in the classic Football Pools to win some incredible prizes, all whilst supporting their Clubs.

If fans correctly predict 8 score draws from a list of 49 pre-selected football matches, they could be in for the chance of winning guaranteed large cash prizes up to the jackpot of £3M, a new car, and trips of a lifetime including 5-nights in New York and two tickets to the Superbowl in Miami, plus exclusive hospitality experiences at their Club.

The Pools costs just £1 to play, with a minimum of 30% of every £1 donated back to the club, to help with projects such as groundwork maintenance and youth training. Rangers Pools alone has raised over £50,000 since the affiliate programme launch.


The campaign required a memorable concept that would motivate fans to play, evoke emotion and communicate the benefits of supporting their Clubs. It was also essential that the concept worked well across the different affiliate partners.

The success of any campaign is to keep it simple. After playing around with lines such as “I play the Rangers Pools because I could win amazing prizes”, we concluded that the crux of the campaign was the word ‘Because’.

Not only can ‘Because’ be used to answer a question aimed at an individual, it can also be used as the reason why fans should play at all.

Once this concept was applied to the creative, we knew we were on to a winner.

Client Testimonial

“We Are Level are one of the few agencies in my experience who over-deliver in terms of quality of creative, strategic thinking and service levels. The value and quality of work delivered to date has helped us transform our Marketing proposition and been the catalyst for significant subscription growth in our Affinity Partner channel. We couldn’t recommend them highly enough.”

Paul Browne, Head of Football, The Football Pools

Following the design of the affiliate Pools websites, Level will continue to develop supporting on and offline marketing and creative materials, across social media, email marketing, website content, large-format match-day advertising, along with written, visual and video content and PPC.

Find out more about Level’s integrated marketing and creative services here.