Churchill Downs replaces BetAmerica brand with TwinSpires

The TwinSpires brand has been the company's online horse betting brand since 2007.
The TwinSpires brand has been the company's online horse betting brand since 2007.

In the operator’s new single brand strategy, all sports betting and igaming products will operate under the TwinSpires name.

US.- Churchill Downs Incorporated announced on Tuesday that it is replacing its BetAmerica sports betting and igaming brand with TwinSpires, its online horse betting brand.

The change means that TwinSpires will be the brand under which all Churchill Downs online gambling products operate moving forwards.

The gambling operator said the brand’s history and recognition were the main drivers of the decision to move to a single brand strategy for its online wagering segment.

The use of the TwinSpires brand could also help Churchill Downs introduce those who bet on horses to other gambling products they offer.

The decision comes just in time for the launch of the company’s online sportsbook and igaming platform in Michigan later this month. Michigan will be the first state to operate solely under the TwinSpires brand.

After that, retail and online sportsbooks in Colorado, Indiana, Michigan, New Jersey and Pennsylvania will rebrand to align with the operator’s single brand strategy.

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