Hard Rock Bet Scores Big With New MLB Players Partnership
Posted on: April 30, 2026, 01:00h.
Last updated on: May 1, 2026, 07:06h.
- Hard Rock Bet signed a long-term agreement with MLB Players, Inc. and OneTeam Partners to use official player name, image, and likeness (NIL) features.
- The sportsbook is integrating player headshots and imagery directly into its prop betting markets and marketing.
- The deal follows previous licensing agreements and legal dispute resolutions between the players’ union and other major sportsbooks.
Hard Rock Bet has been named the officially licensed sportsbook of MLB Players, Inc. under a long-term partnership announced yesterday.
MLB Players Inc. and OneTeam Partners, the group licensing partner, announced the multi-year licensing agreement with Hard Rock Digital, the operators of the Hard Rock Bet sportsbook.
The deal opens the door to 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.
“We are proud to partner with MLB Players, Inc. and OneTeam to bring official MLB player content to Hard Rock Bet,” said Mike Primeaux, Hard Rock Digital Executive Managing Director & Chief Operating Officer.
“The power and authenticity of player NIL will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”
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
Under the terms of the deal, 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.”
Legal Disputes Resolved
MLB Players Inc. had previously been embroiled in legal disputes with DraftKings, bet365 and FanDuel. The lawsuits concerned the unauthorized usage by the operators 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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