PENN partners with MLB Players Association for rights to MLB player names, images and likenesses

MLB Players Inc. (MLBPI), the business arm of the Major League Baseball Players Association (MLBPA), and OneTeam Partners, which commercializes licensing rights for professional athletes, have announced a partnership with PENN Entertainment (PENN). The deal designates PENN's sports betting platforms, ESPN BET in the US and theScore BET in Canada, as ‘officially licensed sportsbooks’ of MLBPI.

The partnership provides PENN with the rights to incorporate MLB player names, images, and likenesses into its online sports betting platforms, marketing assets, and promotional campaigns. The deal also extends to PENN's retail sportsbook operations. PENN operates 32 retail sportsbooks across its portfolio of casino properties, including 19 under the ESPN BET brand.

"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."

Jason Birney, Vice President of Operations at PENN Interactive, added: "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. Partnering with MLB Players strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season."