Beginning later this month with a pending launch in Michigan, Churchill Downs will begin phasing out BetAmerica to consolidate branding for its betting products.
Current branding of BetAmerica’s sportsbook in Michigan (courtesy photo)
The TwinSpires brand, Churchill Down’s online pari-mutuel wagering business since 2007, will soon encompass its online and retail sportsbooks, along with its igaming platforms. A Michigan launch of TwinSpires sportsbook, pending regulatory approval, will lead the way with BetAmerica sportsbooks in Colorado, Indiana, Michigan, Mississippi, New Jersey, and Pennsylvania transitioning to the new brand during the first half of the year.
“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,” said Ian Williams, President of Online Gaming, Churchill Downs.
Churchill Down’s online sports betting and igaming platform is powered by GAN Limited and Kambi Group PLC. The company says that it have a seamless migration for customers of its BetAmerica sportsbooks to the new brand. Current TwinSpires Horse Racing accounts will need to register for a separate TwinSpires Sportsbook and Casino wagering account and funds will not be shared, or transferrable, between the two accounts.
“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.”
