Pro Football Hall of Fame quarterback Brett Favre is to star in TwinSpires, the online wagering platform for horse racing, sports, and iGaming latest brand campaign Bet Dedicated.

Bet Dedicated celebrates the brand’s expansion from offering online wagering on horse racing, to also including online sports betting and casino games.

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

Commenting on the campaign Favre stated: “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.”

The commercial produced with creative house BOC Agency and Stept Studios pays homage to TwinSpires’ betting expertise, courtesy of its association with Churchill Downs.

Pending final regulatory approval the state of Michigan 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. 

Sean Phinney, VP Marketing for TwinSpires believes the campaign concept reflects the firm’s heritage and the brand promise that has been made to players, stating that: “Brett epitomizes 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.”

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

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.