Churchill Down has started its rebranding process that will begin with online betting and an iGaming launch in Michigan. The firm has started phasing out BetAmerica. Other states are also expected to follow suit in the first half of 2021.

Focus on a single brand strategy

Churchill Downs Incorporated (CDI) recently announced a shift towards a single brand strategy related to online wagering. It is rebranding its existing sportsbook and iGaming platform to TwinSpires. CDI is currently operating under the BetAmerica brand. It has started the process of brand transition which will be seen with its launch in Michigan later this month.

In September, CDI opened the BetAmerica Sportsbook at the Island Resort & Casino in Harris. It said that it would also add online sports betting and iGaming options in the future as well. President of online gaming at CDI, Ian Williams commented on the launch and said,

“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.”

The company received a provisional license from the Michigan Gaming Control Board (MGCB) alongside 14 other platforms. It will now partner with commercial and tribal casinos in the state to provide sports betting and online gaming offering. The platforms will launch after the independent testing and the games and approval from regulators related to internal controls.

TwinSpires being recognized widely

According to CDI, the transition for the retail and online sportsbooks in the states of Pennsylvania, New Jersey, Mississippi, Indiana, and Colorado will be completed during the first half of 2021. According to CDI’s president and chief operating officer, the TwinSpires brand has performed well in the past 13 years and has about a century of wagering experience behind it. This blend of heritage and history gives it a unique point of difference in the highly competitive online wagering space.