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Churchill Downs sets single-brand strategy for online gaming and betting

6th January 2021 9:14 am GMT

New York-listed racing and gaming operator Churchill Downs is dropping its BetAmerica brand as it moves to a single-brand strategy for online operations.

The company’s online gaming and betting business will now operate exclusively under the TwinSpires brand, beginning with the imminent launch in Michigan’s newly regulated market.

This will be followed by the rebranding of BetAmerica retail and online sportsbooks in Colorado, Indiana, Mississippi, New Jersey, and Pennsylvania during the first half of this year.

Churchill Downs has operated its online pari-mutuel wagering business under the TwinSpires brand since 2007 using an in-house technology platform for horse racing wagering, with online sports betting and gaming powered by suppliers Kambi and GAN.

“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.”

Shares in Churchill Downs Incorporated (NSQ:CDI) closed 4.27 per cent higher at $196.44 per share in New York Tuesday.

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