Milwaukee Journal Sentinel
As of late, it seems mandatory to have a very well-known retired pro athlete represent your sportsbook in both advertising and promotional responsibilities. Charles Barkley, Rip Hamilton, James Harrison, Allen Iverson, the list seems endless of superstars logging on to promote their preferred place to wager.
Add one of the all-time greats, Brett Favre to the roster.
TwinSpires, a long-time veteran online wagering platform for horse racing, sports, and iGaming, announced that Pro Football Hall of Fame quarterback Favre will star in the company’s new brand campaign.
As part of a multi-year ambassador agreement with the Super Bowl champ, Favre will feature as the face of TwinSpires’ new Bet Dedicated campaign. A signature of the brand’s expansion from being most known for offering online wagering on horse racing, to a fully served site including online sports betting and casino games.
According to a press release, Favre has a multi-year ambassador deal with TwinSpires. The first commercial, premiering in Michigan will begin airing soon. The “Bet Dedicated” campaign features Favre going through a training camp-style football routine to help him become a better sports bettor. Thought being to win you must have the discipline, dedication and concentration necessary.
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. Online sports wagering in Michigan could begin any day now, perhaps by this Friday, January 22.
The ads are 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.
Speaking for TwinSpires, VP of Marketing Sean Phinney said in a statement:
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. 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.
Another plus for TwinSpires is Favre’s advertising experience, successfully being known for pitching Wrangler Jeans. His ID for the Packers was being known as a gambling-type quarterback, never afraid of taking a chance on the football field. Therefore, this association with Twin Spires should be a perfect fit.
Favre was quite excited to begin his new partnership with TwinSpires 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.
Many big changes are going forth for TwinSpires, starting this month in Michigan. After the new year, Churchill Downs announced they were rebranding their Bet America and all online operated sportsbooks under the more well-known TwinSpires name. Scheduled for completion in June, the company also has both retail and online operations in Colorado, Indiana, Mississippi, New Jersey, and Pennsylvania.
TwinSpires has received preliminary approval to begin an online operation in Tennessee and will begin soon.
Bringing in Favre plus the familiarity to horse bettors with the TwinSpires brand should likely elevate Churchill Downs’s fortunes and position within the United States sports wagering market in 2021.
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Larry Gibbs is both a seasoned journalist and a respected online gaming industry consultant. His wry commentary & sharp analysis have appeared in numerous top gaming and sports wagering publications. He has also served as Vice President of US Gaming Services, a marketing research organization with 15 years of experience in US online wagering. He has spoken at noted gaming industry conferences including G2E, GiGSE, and NCLGS.
Email: [email protected]
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