Churchill Downs is renouncing the name BetAmerica and reinitiating its iGaming tenet and sportsbook under the company’s another name TwinSpires, which has been the virtual pari-mutuel wagering business of the Kentucky-based company since 2007.
This shift to a single brand method will start with Churchill Downs’ start in Michigan where virtual sports gaming is about to launch in mid-January. So far, about 15 sportsbooks are awaiting approval for launch in the twentieth state to make virtual sports gaming legal. Prior registration contract deals have already been being presented to Michiganders by Flutter Entertainment and Draft Kings.
After the launch in Michigan, other BetAmerica virtual sportsbooks and retail will adopt the shifting to TwinSpires in the first six months of 2021. The brand is active in New Jersey, Mississippi, Indiana, Michigan, Pennsylvania, and Colorado.
Chief Operating Executive and President of Churchill Downs Inc., Bill Mudd discussed in a formal news release that the company’s brand recognition and record were the prime reasons for the rebranding.
He said that their TwinSpires brand has relentlessly provided over 13 years and is incorporated with more than a hundred years of experience in wagering. That heritage and history provided a unique differentiative point in a competitive industry.
Churchill Downs opened BetAmerica Sportsbook on 24 Sep 2020 in Colorado’s Cripple Creek at Bronco Billy’s Casino. At that time the company was priorly partnered with Full House Resorts in its iGaming and Sports betting sides for the launch of retail books. On the next day, the sportsbook which was branded as BetAmerica opened in Michigan’s Harris at Island Resort and Casino.
In the last summer, Louisville’s headquartered horse racetrack and casino operator also toppled its BetAmerica virtual betting brand when the company shifted onto GAN field and a Kambi book.