Online gambling company The Pools has appointed growth strategy expert Sharon Wright as its new marketing director. She will be spearheading a major growth drive for the company in 2025.

The Pools is the new brand identity of the iconic British brand The Football Pools. It is set to launch a new brand campaign as part of its multi-channel, high-profile marketing strategy.

Wright’s previous roles

Wright, an award-winning marketeer, has previously held substantial roles in finance, customer experience, sales, and marketing at prestigious firms including Nike, Adidas and Reebok. Joining the Adidas Group in 2009, she later became Reebok’s Global go-to-market director in 2013 and spearheaded successful launches of the Reebok-Crossfit partnership in the United Kingdom and the Reebok-Les Mills partnership across the globe, growing the brand internationally and strengthening its market presence in the studio category. Working at Nike and Adidas, Wright helped grow the brands’ women’s businesses to leading positions in the UK and Ireland.

Wright founded her own consultancy in 2017, Sports Business Growth, mainly focusing on technology in sport, specifically apps and subscription models. She is the chair of PowerPlay The Future, a platform facilitating connections between investors and female founders leading startup businesses and seeking investments to grow their sports products.

The Pools marketing director will work closely with the CEO James Arnold and report to COO Steve Talbot. She said, “I came to The Pools as a consultant, and I always knew the value of this iconic brand. The immense amount of potential I could see to help take this back to where it belongs was an opportunity I could not resist. Coupled with the fact I get to work with James and Steve who I greatly admire. They are a dynamic force, proven in the industry and their energy and drive is infectious and something I wanted to be part of. “It’s an exciting moment for us as we relaunch this iconic brand with a campaign that celebrates its timeless appeal while connecting with today’s audience in new and engaging ways. It showcases our investment in our products and customer experience.”

CEO comments

James Arnold, The Pools CEO, said, “The Pools is a British institution. We celebrated our 100-year anniversary last year and there just aren’t brands out there in our industry with the same history and heritage. “We have been working hard to modernise our technical infrastructure and improve the wider product portfolio, culminating in the move to a new gaming platform and the relaunch of a new website at the end of this year. We have high expectations in 2025 as we rebrand, relaunch, and reintroduce The Pools to a new audience. “We wanted some fresh thinking when it comes to marketing, and with Sharon’s experience at such global sporting brands, combined with her outstanding background in growth strategy, it was clear she was the ideal candidate for this position. We are excited she is joining the team and look forward to her integral role in the future of our successes.”

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