TwinSpires on Thursday said Pro Football Hall of Fame quarterback Brett Favre will be the face of the company’s new brand campaign.
TwinSpires’ parent company, Churchill Downs Incorporated, recently said all of its BetAmerica sportsbooks would rebrand as TwinSpires in the first half of 2021.
The multi-year “ambassador agreement” with Favre will be part of TwinSpires’ new Bet Dedicated campaign, which celebrates the brand’s expansion from offering online wagering on horse racing to also including online sports betting and casino games.
TwinSpires expects to launch its new online sportsbook in Michigan as early as next week, pending final regulatory approval. The company said the new ad campaign will roll out in the Wolverine State in conjunction with the sportsbook’s debut.
According to the company, the campaign will feature a mix of traditional and digital media advertisements, built around a video commercial in which Favre is challenged to a series of betting-related boot camp drills.
Produced in partnership with creative house BOC Agency and Stept Studios, the commercial pays homage to TwinSpires’ association with Churchill Downs and the Kentucky Derby.
“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,” Sean Phinney, VP marketing for TwinSpires, said in a statement. “Brett epitomizes what it means to be dedicated, and we are thrilled to have him star in this campaign as we launch the TwinSpires online sportsbook and iGaming platform into Michigan and other states.”
Favre added: “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.”
