The UK football pools company Sportech launched a major GBP 5.5 million advertising and promotional campaign this week, aimed primarily at driving traffic to its New Football Pools website at Football 
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Marketing manager Jon Sheehy says that the goal is to re-energise the betting pastime by capitalising on the trend toward social gambling developing strongly among 18 to 45 year-old males.
"We are confident we have everything in place to put the pools back where it belongs, at the heart of football in this country," Sheehy said.
Adding to the momentum, Sportech has secured an online distribution deal with the mass circulation newspaper the Daily Mail, joining it to the previously announced (see earlier InfoPowa reports) media partnerships with the Daily Telegraph, Daily Mirror, FourFourTwo and Footy Mad. The deal will see the Daily Mail website carry the two newest products from The New Football Pools gaming suite, Premier 10 and Footy 15.