IT was 65 years ago this month that Viv Nicholson and her husband Keith won more than £152,000 - the equivalent of £3.5m today - on the football pools. They spent the lot in three years.
Viv’s declaration that she was going to “spend, spend, spend!” caught the nation’s imagination and her story led to several books and a musical. A photo of Viv was used on the sleeve of a Smiths single. Her autobiography was dramatised for the BBC’s Play for Today by Jack Rosenthal.
How the T&A reported the big Pools win in 1961. (Image: Newsquest)
Viv was born in Castleford, a miner’s daughter. She left school at 14 and worked at liquorice factory. She married her neighbour, Keith Nicholson, and in September 1961 they won the Pools. Bruce Forsyth presented them with a giant cheque as the press flashbulbs went off. The couple’s lavish spending sprees saw them buying sportscars, fur coats, jewellery, holidays and a new home. But after Keith died in a car crash, Viv’s fortune dwindled and she became bankrupt.
Viv Nicholson at the Spend Spend Spend musical. (Image: Image submitted)
To mark the 65th anniversary of Viv’s win, The Pools are asking other winners from over the years to share their stories.
Why did this big Pools win capture the public’s imagination so much?
The Pools Brand Communications Manager Jessica Thomas says: “Viv Nicholson and her husband Keith won more than £152,000 on the Littlewoods Football Pools, a record-breaking sum at the time in 1961. As a factory worker and coal miner, the couple’s success story was a reminder to the British public that big wins like this really were possible.
“When asked what she’d do with the money, Viv’s declaration to ‘spend, spend, spend’ became a cultural moment that entered into national conversation. The couple spent their winnings within three years, with Viv’s tale going on to inspire countless national newspaper headlines, a number of books, even a West End musical.
“We remember Viv with enormous fondness and affection. She was bold, brilliant and lived life entirely on her own terms - and The Pools are proud to be part of her story.”
Was she the biggest ever Pools winner?
“The £152,319 that Viv and Keith won was a record-breaking sum in 1961. Since then, the record has been surpassed a number of times, with Michael Elliott from Brechin in Angus’s £3,001,511 win in 2010 the current largest jackpot that The Pools have ever handed out.
“Before that, a syndicate from the Yew Tree Inn pub in Worsley, Greater Manchester, won £2,924,622 in 1994. Among other high-profile record wins, nursing sister Margaret Francis and 10 of her Roundway Hospital colleagues from Devizes, Wiltshire, became the first Pools ‘millionaires’ in 1986, sharing a £1,017,890 jackpot.”
Why was the press attention mostly on Viv, and not Keith?
“Keith was actually the named winner after he successfully predicted eight First Division football match results, with the winning Pools coupon in his name and the cheque being made out to him. But it was Viv’s ‘spend, spend, spend’ line and mantra upon the couple’s win that thrust her into the media spotlight and captured journalists’ attention, which she followed up via the purchasing of cars, jewellery and a ranch-style home.”
Jessica says the Pools remains popular: “While the way people consume football since 1961 has evolved, there’s still something special about looking ahead to a weekend of fixtures and seeing how your predictions unfold - just as Viv’s husband Keith did. That joy of playing and the thrill of winning remains timeless, with The Pools retaining a loyal customer base today via our Classic Pools and Goal Rush offerings.
At The Pools, we pride ourselves on offering prizes both big and small, to customers old and new. Last season one long-standing customer won more than £290,000 after correctly predicting eight score draws on our Classic Pools product - a reminder that there’s always something to play for - while our £3m jackpot gives people something extraordinary to dream about, just as Viv’s win did 65 years ago.”
Some readers may remember the ‘Pools man’ coming to the door to collect and deliver coupons. Today’s entries are online.
Says Jessica: “The history of The Pools dates back to 1923 when our much-loved coupons were first handed out outside Manchester United’s Old Trafford football ground, and over the ensuing years The Pools coupon collectors went on to play a staple weekly role in British life across the country; even Prime Minister Andy Burnham’s first job was collecting The Pools paper coupons each week!
“Today, The Pools customers submit their entries online, with our focus on making the product simpler and more accessible through digital channels, while preserving the traditional experience valued by existing players. The simplicity of playing across our 103-year history has always made The Pools stand out - as it did to Viv and Keith - and this is still the case in the digital age.
“To celebrate the 65th anniversary of Viv’s win, we’re asking other winners of The Pools from over the years to get in touch and share their stories to help us bring them to life.
“If you or a family member or friend have ever won with The Pools - no matter how big or small - email info@thepools.com to share your story. We’d love to hear from you!”