Brett Favre at TwinSpires Campaign. Photo: BetAmerica Twitter Churchill Downs has announced it will rebrand its BetAmerica online sports betting and casino to be named TwinSpires. The company has also revealed that NFL hall of famer and Green Bay Packers legend Brett Favre has signed a multi-year contract as its new brand ambassador in Michigan.
Churchill Downs who owns BetAmerica will debut the new branding in Michigan later on this month. With the launch of online gambling in the state which is expected on Friday, January 22, 2021. It will have Brett Favre’s campaign as the center of the promotion. Churchill Downs will be following its “Bet Determined” concept which celebrates the company’s ongoing expansion. This is a shift that has been going on in recent years from Downs’ traditional focus on horserace betting, to include online sports betting and casino games.
“As a campaign concept, Bet Dedicated is not only a reflection of our heritage, but also the brand promise we are making to our players,” said Sean Phinney, VP Marketing for TwinSpires. “Brett epitomizes what it means to be dedicated, and we’re thrilled to have him star in this campaign as we launch the TwinSpires online sportsbook and iGaming platform into Michigan and other states.”
Punters in the Wolverine State will have access to the new brand and online offerings. TwinSpires is set to become an industry-leading online betting platform for horse-racing, sports betting and casino games. It will be a welcome addition into the Michigan online casino space.
TwinSpires Signs Deal with Brett Favre
This month sees Churchill Downs launch its single-brand strategy under the TwinSpires name. The launch will be the first of many changes. The signing of the former NFL superstar and Super Bowl Champion Brett Favre, shows the company’s ongoing commitment to promoting the new branding.
The multi-year contract will see Favre be the brand ambassador and face of the rebranded TwinSpires online and mobile sports betting and casino app. The campaign, “Bet Dedicated”, is based around a mix of traditional and digital media advertisements. The clips all center around challenging Brett Favre to a series of betting-related boot drills.
The final results of Favre’s drills highlight Twinspires’ betting expertise and reputation. The campaign was filmed in rural Purvis, Mississippi. With the directing duo Ben and John at the Varsity Production Company having to work to make the surroundings feel like a boot camp.
About the shoot the Varsity crew said, “Working with Brett was a dream come true. Playful and very much a jokester, the only true challenge we had was to force ourselves to stop listening to legendary football stories and call ‘action!’ Likewise, collaborating with BOC Agency was one of the greatest experiences in our careers. They trusted our vision and allowed us to create when necessary, while having their own awesome creative and truly great ideas.”
TwinSpires is planning to launch its online sportsbook and iGaming platform into Michigan and then expanding into other states.
First Stop: Michigan
TwinSpires will launch in Michigan first, with other states following later in the year. It comes as Michigan becomes one of the latest states to regulate online casino, sports betting and poker. The Michigan Gaming Control Board will regulate all activities.
Churchill Downs is the fifth brand looking to enter the Michigan online gambling market. It will be Favre’s first campaign and the launch of the new brand.
The state already has 26 physical casinos, with three of those being commercial. For a complete list of land-based casinos, Best Michigan Casino is the perfect resource. It has not only a full list of casinos but also the online offerings of the state.
About Brett Favre
Brett Lorenzo Favre is an American former NFL quarterback who spent the majority of his career with the Green Bay Packers.
As a 20-year veteran of the sport, his career has been long and successful. Holding many records, including some from his college days with Southern Mississippi. However, his more recent NFL records include the most career touchdown passes, career passing yards, career pass completions, most consecutive starts by a player, most consecutive starts by a quarterback, most career victories as a starting quarterback and the list goes on.
Favre is also the first quarterback to win three consecutive NFL MVP awards. Also, he is the only quarterback to defeat all 32 NFL franchises and the only quarterback to win a playoff game over the age of 40.
Favre’s awards and accolades prove he is worthy of his nickname “The Gunslinger”. With a Super Bowl championship under his belt, his number 4 jersey in Green Bay was. 4 had been his number since playing for the Atlanta Falcons in 1991.
Favre, when asked about the “Determined to Bet” campaign, said: “I knew this was a campaign I could get behind the moment it was introduced to me. I was never the biggest or the strongest or the fastest, but throughout my career I outworked the guys that had the same dream, because I was the most dedicated.”
The campaign with TwinSpires and Churchill Downs seems like a natural fit for both the company and the former NFL star.
About Churchill Downs and TwinSpires
Churchill Downs is best known for its racetrack and the famous races hosted there. Including the Kentucky Oaks and the Kentucky Derby, which began in 1875. The two races still run beneath the Twin Spires 146 years later. This makes the Derby the longest continuously held annual sporting event in the United States.
Alongside the Churchill Downs, the company has expanded into Online Wagering and Gaming market. The company launched TwinSpires in 2007. The horse racing wagering platform, available in 39 states across the country. Expanding further into the online betting space, Churchill Downs launched BetAmerica and started offering online and retail sportsbook in four states.
At the start of 2021 BetAmerica with Churchill Downs announced that it would be rebranding the online company to TwinSpires. This would bring all of its online wagering and betting under one brand image. The TwinSpires brand is already synonymous with the Churchilll Downs landmarks. The company plans to complete the rebrand by the end of June.
In the Great Lakes State, the new brand has partnered with the Hannahville Tribe who own the Michigan casino, Island Resort and Casino.
With Michigan being the debut for both the newly branded online casino and sportsbook, and the new Brett Favre campaign, TwinSpires is sure to gather the attention of many in the Wolverine State and all across the country.
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