Churchill Downs Incorporated (CDI) will rebrand its sportsbook and online gaming product from BetAmerica to TwinSpires, the name it currently uses for its online pari-mutuel racing wagering product.
The TwinSpires product will launch first in Michigan, where Churchill Downs is one of 15 initial online gambling licensees and hopes to launch later this month.
Over the course of the first half of the year, BetAmerica will transition to TwinSpires in Colorado, Indiana, Michigan, Mississippi, New Jersey and Pennsylvania.
The rebrand will come alongside Churchill Downs migrating its betting and igaming products from SBTech’s platform to a solution provided by GAN and Kambi.
CDI launched the TwinSpires pari-mutuel brand in 2007 noting that it is now“widely recognized within the online betting world”.
“Our TwinSpires brand has consistently delivered over 13 years and is associated with more than a century of wagering experience,” Bill Mudd, chief operating officer and recently-appointed president of CDI, said. “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,” Mudd added.
“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.”