Churchill Downs inks Brett Favre as brand ambassador for TwinSpires brand Cory Roberts, CDC Gaming Reports · January 14, 2021 at 10:40 am In a deal announced Thursday, Pro Football Hall-of-Famer Brett Favre will teamed up with Churchill Downs to become the brand ambassador for the company’s newly consolidated TwinSpires brand, encompassing its igaming, sportsbook, and online pari-mutuel wagering businesses. The multi-year agreement will see Favre as the face of TwinSpires’ new Bet Dedicated campaign which “celebrates the brand’s expansion from offering online wagering on horse racing, to also including online sports betting and casino games.” Michiganders will be the first to see the new campaign when TwinSpires launches its new online sportsbook in the Wolverine State as early as next week, pending final regulatory approval. (article continues below video of Bet Dedicated campaign) “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.” “I knew this was a campaign I could get behind the moment it was introduced to me,” said Favre. “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.” TwinSpires’ parent company, Churchill Downs Incorporated, recently announced that all of its BetAmerica sportsbooks and its igaming platform would rebrand as TwinSpires in the first half of 2021.