Published on: April 30, 2026, 01:00h.

Updated on: April 30, 2026, 01:00h.

• MLB Players, Inc., OneTeam Partners, and Hard Rock forge a long-term licensing agreement
• Recent legal disagreements over licensing with sportsbooks have been resolved
• In April 2025, MLB Players, Inc. secured a licensing deal with PENN Entertainment

Hard Rock Bet has been announced as the officially licensed sportsbook for MLB Players, Inc. in a deal unveiled yesterday.

Resolution of Legal Conflicts

MLB Players Inc. along with their licensing partner, OneTeam Partners, has officially announced a multi-year agreement with Hard Rock Digital. This deal enables the incorporation of MLB player names, images, and likeness actions directly into the betting experience for users on Hard Rock Bet’s digital and retail platforms across North America.

This development means that well-known athletes like Shohei Ohtani, Aaron Judge, Vladimir Guerrero Jr., and Tarik Skubal will have a prominent presence on Hard Rock Digital platforms. Expect to see headshots, player profiles, stats, and prop betting markets featuring these stars.

Utilizing MLB Players’ Image and Likeness

Hard Rock Bet will also have the ability to enhance the visibility of MLB players by incorporating their likeness across various marketing channels, from digital to retail sportsbooks.

MLB Players, Inc. serves as the commercial division of the Major League Baseball Players Association, focusing on aspects like marketing, sponsorships, group licensing, and partnerships.

“Fans develop strong connections with athletes,” stated Evan Kaplan, President of MLB Players, Inc. “As the landscape of sports betting evolves, the experience is transitioning from a mere display of odds to something much more relatable, intuitive, and intertwined with the game itself.

“This collaboration with Hard Rock Digital guarantees that connection is genuine, licensed, and represents the significant impact MLB players have on the game.”

Agreement with PENN in 2025

Previously, MLB Players Inc. found itself in legal conflicts with DraftKings, bet365, and FanDuel regarding unauthorized use of players’ images, names, and likenesses on their sportsbook platforms without appropriate licensing.

These sportsbook operators reached settlements, leading to the dismissal of the cases. The partnership between Hard Rock and MLB Players, Inc. reflects a shift in the relationship between sportsbooks and player likenesses, now rooted in formal agreements.

In April 2025, MLB Players Inc. and OneTeam Partners initiated a similar licensing partnership with PENN Entertainment. Additionally, FanDuel completed a comparable agreement with the players in 2024.

“We are witnessing a transition from pure information to establishing identity,” remarked Frank Arthofer, President of OneTeam. “Player IP is evolving from a supplemental component in this industry to a foundational element. When companies build around the athlete, as Hard Rock Digital is doing, they create a betting product that resonates deeply with the game. This is the direction we’re headed.”