- 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. recently announced that ESPN BET and theScore BET have been named as officially licensed sportsbooks for the organization. This partnership marks a significant step in the growing relationship between professional sports leagues and the sports betting industry.
ESPN BET and theScore BET will now have the ability to use MLB Players Inc. branding and player images in their sports betting offerings. This collaboration will provide fans with a unique and engaging way to interact with their favorite players and teams while also enjoying the excitement of sports betting.
This move comes as more and more states in the United States are legalizing sports betting, creating new opportunities for sports leagues and betting companies to work together. By partnering with established sportsbooks like ESPN BET and theScore BET, MLB Players Inc. is able to tap into a rapidly growing market and provide fans with a safe and regulated platform to place bets on their favorite games.
In addition to offering fans a new way to engage with the sport, this partnership also has the potential to generate significant revenue for MLB Players Inc. and its players. With the popularity of sports betting on the rise, there is a growing demand for official and licensed sportsbooks that offer a secure and reliable platform for fans to place bets.
Overall, the announcement of ESPN BET and theScore BET as officially licensed sportsbooks for MLB Players Inc. represents a major milestone in the relationship between professional sports leagues and the sports betting industry. This partnership not only provides fans with a new and exciting way to enjoy the game, but also opens up new revenue streams for players and organizations alike.
