Former National Football League (NFL) star quarterback and three-time MVP Brett Favre has signed a multi-year ambassador agreement with online sportsbook and iGaming platform TwinSpires for its new Bet Dedicated campaign.

The 51-year-old Super Bowl XXXI champion and Pro Football Hall of Fame quarterback will feature as the face of the new campaign, which, according to the press release, celebrates the diversification of the brand, from offering online wagering on horse racing, to the addition of online sports betting and casino games.

Commenting on the tie-up, Favre 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.”

Michigan launch:

The Bet Dedicated campaign will first be seen by Michiganders early next week. That’s when TwinSpires is expected to launch its new online sportsbook, pending final regulator approval.

In addition to a mix of digital and traditional media ads, the campaign centers around a video commercial starring Favre, who is challenged to make it through the Bet Dedicated “training camp,” where he performs a series of betting-related boot camp drills “under pressure,” in order to make the team.

The 30-second commercial, which was produced in partnership with New Jersey-based advertising agency, BOC Partners, and creative and production studio, Stept Studios, pays homage to TwinSpires’ wagering experience, courtesy of its utilization by Churchill Downs, home of the Kentucky Derby, and nearly 150 years of betting history in the U.S.

Brand promise:

Vice President Marketing for TwinSpires, Sean Phinney, said…

“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’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 (Nasdaq:CHDN), parent company to TwinSpires, recently announced that it was rebranding the company’s BetAmerica sportsbook and iGaming platform as TwinSpires. During the first half of 2021, the mix of retail and online sportsbooks operating in Colorado, Indiana, Michigan, Mississippi, New Jersey, and Pennsylvania will reportedly transition to the TwinSpires brand.

One of the best:

Brett Favre spent the lion’s share of his 20-year professional football career wearing No. 4 for the Green Bay Packers, the undisputed top team in the NFC North division. During his 16 years with the Wisconsin team, which he led to its first Super Bowl victory in 30 years in the 1996 season, he amassed a multitude of NFL records, including most consecutive starts by a player, with 297. At the time of his retirement after the 2010 season, Favre was the NFL’s all-time leader in passing yards, passing touchdowns, and quarterback wins. And while all three records have since been broken, the Hall of Famer will go down in history as one of the best quarterbacks to ever play the game.