Churchill Downs Inc. is doubling down on the promotion of its sports betting business. The TwinSpires company announced on Thursday that Pro Football Hall of Famer Brett Favre will feature in a new campaign promoting its sportsbook services.

Campaign a part of a multi-year deal

The new campaign with Favre is a part of a multi-year deal with TwinSpires. The first commercial of the deal begins airing soon as part of the ‘Bet Dedicated’ campaign which will feature Favre while he goes through an extensive training regimen to become a good bettor. It will be played on traditional media spots as will have digital ads as well.

This is not the first time that Favre has become an ambassador for a brand. His most successful stint was for Wrangler jeans. He is also well known for his work with Green Bay Packers. The quarterback, who always took chances and risks on the field will now educate people on how to take the right risks in gambling as well.

Favre commented on the deal and said,

“I knew this was a campaign I could get behind the moment it was introduced to me. I was never the biggest or the strongest or the fastest. But throughout my career, I outworked the guys that had the same dream, because I was the most dedicated.”

Other athletes join in

Several ex-athletes have been signed on to promote sportsbooks in the US. For instance, Allen Iverson has joined PointsBet while Charles Barkley has joined FanDuel. Favre’s campaign with TwinSpires will begin in Michigan, where the brand launches its first online sportsbook. If everything goes well and the state provides its approval, the launch could happen next week.

TwinSpires is partnering with Hannahville Tribe to launch its sportsbooks. Their casino is located in the Upper Peninsula, about 100 miles from Green Bay. This will give sports fans an interesting opportunity to bet on their favorite teams.