|Tote, the 75-year old betting organization has announced a £5m facelift in a move to pull in more and younger punters. The company is expected to disclose further details of the rebranding at next week's Cheltenham Festival. |
Under the new revamp, all of its 450 fixed-odds betting shops and the internet and phone betting service will be called Totesport to reposition the consumer image that the Tote accepts bets on sports other than horseracing. The 59 on-course pool betting operations will be renamed Totepool. The new identity will see the group's offline shops touting the new Totesport fascia, which will also be used for its telephone and internet betting.
Sources say that the government-owned Tote will be transferred to a racing trust towards the end of 2004. As part of the deal to sell the Tote to a racing trust, the company will lose its monopoly over pool betting in seven years' time. In return, the trust will plough the Tote's profits back into racing.
The new design by branding agency Fitch and the spin off from the government are a move to compete with Ladbrokes, William Hill and Coral, besides hundreds of new online casinos.
‘We've got to demonstrate that we are in the throes of change and can compete with the major bookies, which are going gangbusters. Even our best supporters believe we are a bit laid back and behind the game. We have to change that,’ says Peter Jones, chairman of Tote.