Hard Rock Bet Partners with MLB Players
Posted on: April 30, 2026, 01:00h.
Last updated on: April 30, 2026, 01:00h.
- MLB Players, Inc., OneTeam Partners and Hard Rock come together in a long-term licensing agreement
- Commercial arm of players’ union had been in legal disputes over licensing with sportsbooks in the recent past
- MLB Players, Inc. completed a licensing deal with PENN Entertainment in April 2025
Hard Rock Bet is the new officially licensed sportsbook of MLB Players, Inc., in a deal announced yesterday.
Legal Disputes Resolved
MLB Players Inc. and OneTeam Partners, the group licensing partner, announced the multi-year licensing agreement with Hard Rock Digital. The deal opens the door for bringing MLB player name, image and likeness directly into the betting experience for players on Hard Rock Bet’s digital and retail platforms across North America.
That means faces like Shohei Ohtani, Aaron Judge, Vladimir Guerrero Jr. and Tarik Skubal will be more commonplace on Hard Rock Digital platforms. That includes head shots, with player profiles and stats, and prop betting markets.
Use of MLB Players Image and Likeness
Hard Rock Bet can extend MLB player IP across its broader marketing ecosystem, as well, from digital to retail sportsbooks. That will expand the visibility of the players.
MLB Players, Inc. is the business arm of the Major League Baseball Players Association, focusing on the commercial side of the union’s business – marketing, sponsorships, group licensing and partnerships.
Fans connect to athletes,” said Evan Kaplan, President of MLB Players, Inc. “As sports betting continues to evolve, the experience is shifting from a screen full of odds to something more recognizable, more intuitive, and closer to the game itself.
“This partnership with Hard Rock Digital ensures that connection is authentic, licensed, and reflective of the value MLB players bring to the game.”
Penn Deal in 2025
MLB Players Inc. had been embroiled in legal disputes with DraftKings, bet365 and FanDuel. It argued there was unauthorized use of players’ names, images and likeness on these sportsbook platforms without a license.
The sportsbook operators all settled, and the cases were dismissed. The Hard Rock deal with MLB Players, Inc. shows how the situation with sportbooks has now evolved into paid partnerships.
In April 2025, MLB Players Inc. and OneTeam Partners announced a similar licensing agreement with PENN Entertainment. FanDuel also completed a similar deal with the players in 2024.
What you’re seeing is the shift from information to identity,” said Frank Arthofer, President, OneTeam. “Player IP is no longer an add-on in this space. It’s becoming foundational. When you build around the athlete, like Hard Rock Digital, you create a product that feels closer to the game itself. That’s where this is going.”
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