Interactive
US – Churchill Downs to rebrand online betting to TwinSpires
By Phil - 5 January 2021
Churchill Downs Incorporated will move to a single brand strategy for its online wagering segment by rebranding the company’s sportsbook and iGaming platform as TwinSpires.
The brand transition from BetAmerica to TwinSpires will begin with CDI’s online sportsbook and iGaming launch in Michigan later this month, pending final regulatory approval. BetAmerica retail and online sportsbooks operating in Colorado, Indiana, Michigan, Mississippi, New Jersey, and Pennsylvania will also transition to the TwinSpires brand during the first half of this year.
The TwinSpires brand has been utilised by CDI’s online pari-mutuel wagering business since 2007. TwinSpires is widely recognised within the online betting world for its access to premier world-wide horse racing content, nearly 150 years of wagering history for handicapping races and unique customer experiences at the Kentucky Derby. TwinSpires players will continue to enjoy the same internally-developed, industry-leading technology platform for horse racing wagering and exceptional customer service to which they’ve become accustomed. For online sports betting and iGaming, customers will experience a new technology platform powered by GAN Limited and Kambi Group PLC.
“Our TwinSpires brand has consistently delivered over 13 years and is associated with more than a century of wagering experience. That history and heritage offers a unique point of difference in a competitive space,” said Bill Mudd, President and Chief Operating Officer of CDI. “We remain focused on building a profitable sports betting and iGaming business that provides our customers with an integrated experience alongside our horse racing wagering platform. The transition to TwinSpires not only generates marketing efficiencies, but also allows us to deliver a more complete overall experience to our growing online wagering customer base.”
