Louisville, Kentucky, headquartered Churchill Downs Incorporated has announced that it will move to a single brand online strategy by rebranding the company’s sportsbook and igaming platform as TwinSpires.

The brand transition from BetAmerica to TwinSpires will begin with CDI’s online sportsbook and igaming launch in Michigan later this month, pending final regulatory approval. 

BetAmerica retail and online sportsbooks operating in Colorado, Indiana, Michigan, Mississippi, New Jersey, and Pennsylvania will also transition to the TwinSpires brand during the first half of this year.

“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 COO 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.”

The TwinSpires brand has been utilised by CDI’s online pari-mutuel wagering business since 2007, with players to continue to enjoy the same internally-developed technology platform for horse racing wagering to which they’ve become accustomed. For online casino and sports betting, customers will experience a new technology platform powered by GAN and Kambi Group.