Horse racing fans and sports bettors are familiar with the name TwinSpires. Owned by Churchill Downs, Inc (CDI), TwinSpires is home of the Kentucky Derby and CDI’s online pari-mutuel wagering platform since 2007.
BetAmerica is a licensed betting site that offers real money sports betting, horse racing betting, poker and casino games to customers across the United States. It’s parent company is Churchill Downs.
The company announcement Tuesday that TwinSpires will now serve as Churchill Down’s all-in-one sports betting, online gambling, and parimutuel horse racing betting brand.
“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,” CDI Online Gaming President Ian Williams said.
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Twinspires Branding Rollout
The TwinSpires move to a single brand strategy will include rebranding the company’s sportsbook and iGaming online platform as TwinSpires.
The brand transition from BetAmerica to TwinSpires will begin with CDI’s online sportsbook and iGaming launch in Michigan later this month. Churchill Downs noted in its press release that the transition from BetAmerica to the TwinSpires brand for retail and online sports betting in Colorado, Indiana, Mississippi, New Jersey and Pennsylvania would complete during the first half of 2021.
The company said history and brand recognition were the key reasons for the change.
“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,” CDI President and Chief Operating Officer Bill Mudd said in the company statement.
Mudd added, “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 BetAmerica transition to TwinSpires will help generate better “marketing efficiencies,” and Mudd says will allow it to “deliver a more complete overall experience to our growing online wagering customer base.”
That experience likely includes more options and focus on cross-selling between horse players and sports bettors. TwinSpires achieved record revenue in the third quarter of 2020, in part due to the rescheduled Kentucky Derby in September.
New start and season for TwinSpires
As the pro and college sports leagues regain traction in 2021, CDI’s new branding plan signifies the companies shift to position TwinSpires online betting to be more competitive in a sports betting market dominated by recognizable brands FanDuel, DraftKings, BetMGM and William Hill.
TwinSpires online betting technology partners GAN and Kambi are part of the growth plan. Churchill Downs hopes the growth it’s achieved with the TwinSpires built-in horse racing audience will get them more interested in CDI’s other online products.
Having worked with a number of people at TwinSpires and Churchill Downs, I can say that the excitment, commitment and dedication to deliver the best online wagering experience to its customers will continue as an industry leader.
You can bet on it.