Why Churchill Downs Is Dropping BetAmerica Brand For TwinSpires

Posted on January 5, 2021

BetAmerica is no more following a rebrand of the mostly stalled sports betting platform.

Churchill Downs announced Tuesday it will drop the BetAmerica name and relaunch its online sportsbook and iGaming product under the TwinSpires brand. TwinSpires has been Churchill Downs’ online horse betting brand since 2007.

The operator said that 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,” said Bill Mudd, president and COO at Churchill Downs. “That history and heritage offers a unique point of difference in a competitive space.”

Horse racing cross-sell?

Mudd said a single brand would also reduce marketing costs and offer a “more complete” experience to customers.

It will also likely means a focus on cross-sell between horse players and sports bettors. That approach has paid dividends for international operators like Sweden’s ATG, and even FanDuel in the US with TVG.

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.”

New start for TwinSpires

The rebrand also signals something of a fresh start for Churchill Downs after an inauspicious start to its online sports betting and iGaming efforts. The brand had less than a 1% share of handle in PA in November, although it has not spent heavily on promotions.

The company has also moved onto new technology as part of that overhaul. Its switched from SBTech to GAN and Kambi.

The brand transition will start with CDI’s launch in the new Michigan online sports betting market later this month. Following that, other BetAmerica retail and online sportsbooks will switch to TwinSpires in the first half of 2021.

The brand is live in:

  • Colorado
  • Indiana
  • Michigan
  • Mississippi
  • New Jersey
  • Pennsylvania
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Brad Allen

Brad has been covering the online gambling industry in Europe and the US for more than four years, most recently as the news editor at EGR Global.

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