MLB Players Sign Licensing Agreement with PENN

Posted on: April 2, 2025, 04:36h. 

Last updated on: April 2, 2025, 04:36h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • Deal allows rights to use MLB player images and names on platforms
  • Deal impacts ESPN BET and theScore BET in Canada
  • More fan-focused betting experiences

MLB Players Inc., a commercial affiliate of the Major League Baseball Players Association, and OneTeam Partners today announced they’ve reached a licensing agreement with PENN Entertainment.

MLB Players Inc. and OneTeam Partners announce a new licensing deal with PENN Entertainment. Image/Mark Keast

Rights to Use Player Names and Likeness

The agreement designates PENN’s sports betting platforms – ESPN BET in the U.S. and theScore BET in Canada – as Officially Licensed Sportsbooks of MLBPI.

PENN now has the rights to use MLB player names, images and likenesses on its sports betting platforms, marketing assets and promotional campaigns.

The deal also includes PENN”s retail sportsbook operations (32 retail sportsbooks at its casino properties, including 19 under the ESPN BET brand).

Last fall, FanDuel and MLBPI reached a similar licensing agreement after the MLB players’ union sued FanDuel and Underdog Fantasy in New York Supreme Court, accusing them of using the names and likeness of ballplayers on their players without permission.

FanDuel Dispute Resolved Last Year

As baseball season gets underway, we’re excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product,” said Jason Birney, Vice President of Operations, PENN Interactive. “Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season.”

OneTeam Partners specializes in commercializing group licensing rights for professional athlates, and is a joint venture between the NFL Players Association, MLB Players Association, Women’s National Basketball Players Association, MLS Players Association, and U.S. Women’s National Team Players Association.

“By integrating MLB player rights into PENN Entertainment’s platforms, this partnership brings fans closer to the game while unlocking new business opportunities in sports betting,’’ said Frank Arthofer, President of OneTeam Partners. “It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”