Michigan residents can expect to see Brett Favre on their TVs in the coming days. But at least this time the Hall of Fame QB won’t be terrorizing the Detroit Lions.
TwinSpires has announced that the NFL’s iron man will be featured as the face of the company’s new Bet Dedicated campaign, which highlights the brand’s new online wagering for horse racing , sports betting and online casino games.
The new ad campaign will go live when TwinSpires launches its new online sportsbook in Michigan, once the Michigan Gaming Control Board gives final regulatory approval.
"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 of marketing for TwinSpires, said in a news release. "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."
TwinSpires’ campaign is built around a video commercial where Favre is challenged to a series of betting-related boot camp drills. The Packers legend can be seen throwing a football through a tire, doing rope exercises and working through a therapy session where he envisions home underdogs covering the spread.
"I knew this was a campaign I could get behind the moment it was introduced to me," Favre said in the release. "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."
Upper Peninsula bettors may already be familiar with TwinSpires’ parent company, Churchill Downs Incorporated. CDI brought its BetAmerica sportsbook to the Island Resort Casino in Harris, becoming the first sportsbook to go live in the U.P. The company recently announced all of its BetAmerica sportsbooks would rebrand to TwinSpires for the first half of 2021. Michigan is just one of the states where the TwinSpires brand will go live. CDI has a mix of online and retail sportsbooks in New Jersey, Pennsylvania, Indiana, Mississippi and Colorado.