Viv Nicholson’s son reveals the woman behind her ‘spend, spend, spend’ legend - 65 years on

More than six decades after Viv Nicholson’s headline-grabbing Pools victory, her son Howard has shared personal memories of the woman behind the legend, describing her as both ‘outrageous’ and deeply caring.

Viv was 25 when she and her husband Keith won over £152,000 on the Littlewoods Football Pools on September 23, 1961, following their first attempt at the game, exactly 65 years ago.

At the time, the couple, who lived in a council house on Kershaw Avenue, Airedale, Castleford, were earning just £14 a week between them and were nearly out of money.

Viv’s vow to ‘spend, spend, spend’ quickly became part of popular culture, and the couple’s sudden wealth - equivalent to £3.5 million today - was spent within a few years on cars, designer clothes, holidays, parties, and a new home in Garforth.

Their story captured national attention, but tragedy struck in 1965 when Keith died in a car accident, by which time much of their fortune had already gone. The remainder was claimed by the taxman, leaving Viv bankrupt.

Howard, 65, of Horsforth, recalled his mother’s enduring rebelliousness, even in her later years.

“One day this guy rang me from the care home and said ‘she’s drunk, everybody is on the booze – she has given everybody booze,’” he said.

“He said ‘she’s gone to the Christmas hamper and she is giving everybody everything.’”

He described Viv as “very outrageous all the way through her life, but she was a very caring person. Behind the headlines, money, marriages, parties and extraordinary stories, she had a generous heart.

Even when she had very little herself, if someone needed something and she could help, she would try.”

Viv’s later life included time on the cabaret scene, struggles with alcohol addiction and depression, and attempts to start anew in Malta and in retail, both of which ended abruptly.

Her story inspired the 1998 musical ‘Spend, Spend, Spend’, which premiered at the West Yorkshire Playhouse before transferring to the West End, and her image appeared on the cover of The Smiths’ 1984 single ‘Heaven Knows I’m Miserable Now’.

Howard has written a book, ‘You Don’t Know Viv’, aiming to share his perspective on his mother’s life. He also completed an eight-day fundraising walk along the Great Wall of China for Dementia UK after Viv’s diagnosis, and has recently launched an interactive children’s book.

Reflecting on her legacy, Howard said: “Mum’s life was extraordinary. She knew enormous wealth and heart breaking loss. She had fame, fortune, laughter, parties, love, disappointment and more adventures than most people could fit into ten lifetimes.”

Jessica Thomas, communications manager for The Pools, said: “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.”

Howard added: “I think mum would have been amazed that, all these years later, people are still interested in her story. But I also know she would have been pleased. Mum never did anything quietly. She loved people, attention, a good story - and being talked about.”