Churchill Downs and TwinSpires

  • Churchill Downs will rebrand BetAmerica online betting to TwinSpires.
  • TwinSpires is most known for online betting on horse racing.

LOUISVILLE, Ky. — Churchill Downs Inc. has announced that they will be rebranding their online sports betting platform, BetAmerica, to have the same name as their online racebook, TwinSpires.

“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,” said Ian Williams, CDI Online Gaming President.

The rebranding comes as their BetAmerica sports betting platform has performed poorly relative to their competition.

Looking at their revenue numbers in the Pennsylvania sports betting market specifically, they have not cracked $1 Million in revenue since their launch in the state back in September of 2020. As a matter of fact, they have not even cracked the $500,000 mark either.

With that said, they will use this rebranding method as a way to try and increase their sports betting revenue. Looking at Churchill Downs TwinSpire racebook platform, it is a well-known online racebook due to their ties with the Kentucky Derby so that alone could help bring in more revenue when adding the legal sports betting component to their site.

“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,” said Bill Mudd, President and Chief Operating Officer of CDI. “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 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

Nothing from the TwinSpires platform will change. But, the sports betting and iGaming side of the site will now be powered by Kambi Group Plc and GAN Limited.

Along with their online gaming platform, Churchill Downs BetAmerica-branded retail sportsbooks that are operating in Michigan, Mississippi, New Jersey, and Pennsylvania will also be transforming into TwinSpire sportsbooks as well.

The transition will begin when they are able to launch their online sportsbook in Michigan.

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