- MLB Players Inc. has announced a partnership with PENN Entertainment
- The deal designates PENN’s sports betting platforms, ESPN BET and theScore BET, as officially licensed sportsbooks of the MLBPI
- The sportsbooks can now use MLB player likenesses, names, and images on their online platforms
MLB Players Inc, the business arm of the Major League Baseball Players Association, and OneTeam Partners have announced a new partnership with PENN Entertainment and its sports betting platforms.
The new partnership officially designates ESPN BET in the U.S., and theScore BET in Canada as officially licensed sportsbooks of MLB Players Inc (MLBPI).
ESPN BET and theScore BET can now use MLB player names, likenesses, and images on their official online sportsbook platforms. Only MLBPI officially licensed sportsbooks can incorporate this information into their platforms.
ESPN BET, theScore BET Officially Licensed
The partnership provides PENN with rights to incorporate MLB player names, images, and likenesses not only into their online sports betting platforms, but also their marketing assets and promotional campaigns.
“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, in a press release. “It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”
The partnership extends to PENN’s retail sportsbook operations as well. The company operates 32 retails sportsbooks across its portfolio of casino properties, including 19 under the ESPN BET brand.
“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 Inc., strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season,” Jason Birney, Vice President of Operations, PENN Interactive, noted.
Being an officially licensed partner of the MLBPI is the only way online sports betting platforms can include MLB player images and likenesses in their offerings. The MLBPI levied several lawsuits against four sports betting companies in late 2024, alleging inclusion of unlicensed materials on their platforms.
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MLBPI Sued DraftKings, bet365, and Underdog Fantasy
The MLBPI filed two separate lawsuits against four sportsbooks in late 2024 for alleged usage of player likenesses on their online sports betting platforms. The union filed a lawsuit against DraftKings and bet365 in a Pennsylvania Court and filed a separate lawsuit against FanDuel and Underdog Sports in New York Supreme Court in September 2024.
The MLBPI filed both lawsuits on Monday, Sept. 16. According to the MLBPI, the union filed the lawsuit against DraftKings and bet365 in the Eastern Pennsylvania District Court and against FanDuel and Underdog Sports in New York Supreme Court. The lawsuit against DraftKings and bet365 was filed in a Pennsylvania court because the sportsbooks “regularly conduct and/or solicit business in, engage in other persistent coursed of conduct in, and/or derive substantial revenue from products and/or services provided to persons in this district.”
As for FanDuel and Underdog, the MLBPI filed their lawsuit in New York because both gaming companies are based in the Empire State.
Since the filings, the MLBPI and FanDuel agreed to a partnership to allow the company to be an officially licensed sportsbook. The deal was announced in November 2024.
However, in March 2025 U.S. District Judge Karen Marston denied a request from DraftKings and bet365 to dismiss the lawsuit.
Major League Baseball Players Inc. has recently announced a groundbreaking partnership with two major sports betting platforms, ESPN BET and theScore BET, making them the officially licensed sportsbooks for MLB players. This partnership marks a significant step forward in the world of sports betting and further solidifies the relationship between professional athletes and the rapidly growing sports betting industry.
ESPN BET and theScore BET are two of the most prominent sports betting platforms in the industry, known for their user-friendly interfaces, wide range of betting options, and commitment to responsible gambling practices. By becoming the officially licensed sportsbooks for MLB players, they will now have exclusive access to player data and branding rights, allowing them to offer a unique and personalized betting experience for fans.
This partnership is a win-win for both MLB Players Inc. and the sports betting platforms involved. For MLB Players Inc., it provides an opportunity to further engage with fans and generate additional revenue through licensing agreements. For ESPN BET and theScore BET, it gives them access to a highly coveted market of professional athletes and the ability to offer exclusive betting opportunities that are not available on other platforms.
In recent years, the sports betting industry has experienced tremendous growth, with more states legalizing sports betting and more fans engaging with betting platforms. This partnership between MLB Players Inc. and ESPN BET and theScore BET is a clear indication of the growing acceptance of sports betting within the professional sports world.
As part of this partnership, MLB players will also have the opportunity to participate in promotional events and marketing campaigns with ESPN BET and theScore BET, further enhancing their visibility and engagement with fans. This collaboration between professional athletes and sports betting platforms is a testament to the evolving landscape of sports entertainment and the increasing integration of sports betting into mainstream culture.
Overall, the partnership between MLB Players Inc. and ESPN BET and theScore BET is a significant development in the world of sports betting and highlights the growing opportunities for collaboration between professional athletes and sports betting platforms. Fans can expect to see exciting new betting options and promotions as a result of this partnership, further enhancing their overall sports viewing experience.