- Churchill Downs Incorporated (CDI) has announced that they will rebrand their BetAmerica sportsbooks under the TwinSpires name.
- The TwinSpires brand has been used by CDI for their deposit horse racing platform since 2007.
- CDI currently offers sports betting services in New Jersey, Pennsylvania, Indiana, Mississippi, Michigan and Colorado.
Churchill Downs Incorporated (CDI) has announced that they will rebrand their BetAmerica online and retail sportsbooks under the TwinSpires name. The transition will take place during the first half of 2021.
The thinking is obviously that the more unique TwinSpires brand will be more effective for their sports betting platform than the insanely generic BetAmerica moniker. The TwinSpires brand is well known and has been used for CDI’s advance deposit horse racing wagering platform since 2007. The name derives from the Churchill Downs racetrack’s iconic ‘twin spires’ which ties the entire corporate iconography together into one nice package.
The first TwinSpires branded online sportsbook will be in Michigan, where CDI is scheduled to launch later this month. After that, the existing BetAmerica online and retail locations in Colorado, Indiana, Michigan, Mississippi, New Jersey, and Pennsylvania will begin the rebranding process. Current players can continue to access the existing BetAmerica platform until the migration is complete.
Ian Williams, President of Online Gaming for CDI explained the reasoning behind the rebranding:
“Pursuing a single brand strategy allows us to maintain focus on integrating our horse racing wagering platform alongside our sports betting and igaming business, which will provide our players with the ultimate online and mobile betting experience.”
Bill Mudd, President and Chief Operating Officer of CDI, emphasized the brand equity provided by TwinSpires success in the advance deposit wagering business:
“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. 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.”
While the horse racing platform will continue to operate on CDI’s proprietary technology the press release announcing the rebranding indicated that a new sports betting and iGaming platform will be forthcoming powered by GAN Limited and Kambi Group.