Michigan next-up for TwinSpires following Brett Favre partnership

Churchill Downs’ rebranded online gaming and wagering platform TwinSpires has detailed its latest expansion, amid a link-up with ex-NFL quarterback Brett Favre who will star in the company’s new brand campaign.

As part of a multi-year ambassador agreement with the Super Bowl champion, Favre, who spent the majority of his pro career with the Green Bay Packers, will feature as the face of TwinSpires’ new Bet Dedicated campaign.

This intends to form a celebration of the brand’s expansion from offering online wagering on horse racing, to also including online sports betting and casino games.

“I knew this was a campaign I could get behind the moment it was introduced to me,” said Favre. “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.”

Michiganders will be the first to see the new campaign when TwinSpires launches its new online sportsbook in the Wolverine State as early as next week, pending final regulatory approval.

Along with a mix of traditional and digital media advertisements, the campaign is built around a video commercial, where Favre is challenged to a series of betting-related boot camp drills.


“As a campaign concept, Bet Dedicated is not only a reflection of our heritage, but also the brand promise we are making to our players,” said Sean Phinney, VP of marketing for TwinSpires

“Brett epitomises what it means to be dedicated, and we’re thrilled to have him star in this campaign as we launch the TwinSpires online sportsbook and igaming platform into Michigan and other states.”

TwinSpires’ parent company, Churchill Downs, recently announced that all of its BetAmerica sportsbooks would rebrand as TwinSpires in the first half of 2021. 

The mix of retail and online sportsbooks that will transition to the TwinSpires brand are currently available in New Jersey, Pennsylvania, Indiana, Mississippi, Michigan and Colorado.