Bluff Media Sold to Churchill Downs Inc.

Bluff Media has been acquired by horse racing and entertainment company Churchill Downs Incorporated (CDI) for an undisclosed amount.

Bluff co-presidents Eric Morris and Eddy Kleid will continue to lead the company’s brands, which include Bluff and Fight! magazines, along with their websites and the online tournament database The PokerDB.

CDI plans to expand and build upon Bluff Media assets, particularly hoping to bank on new business opportunities if U.S. state and federal online poker laws were to become liberalized. The company declined to offer any specifics regarding the deal or its plans for the newly acquired assets.

CDI’s existing assets include its namesake horse racing track in Kentucky along with three casinos, a video poker business, a network of off-track betting (OTB) facilities and an online wagering site called TwinSpires.com.

In December, Bluff Media acquired a stake in the Mid-States Poker Tour, with plans to expand the event to additional U.S. cities, increase its frequency to eighteen per year and eventually rebrand the series the Bluff Poker Tour.

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