MLB Players Inc., the commercial affiliate of the MLB Players Association (MLBPA), has reached a new licensing agreement with FanDuel just days after abandoning its legal action against the U.S. market-leading sportsbook.
In a statement, the MLBPA announced it has partnered with FanDuel and OneTeam Partners on a non-exclusive product and marketing licensing agreement.
The agreement, to come into effect in 2025, focuses on product and marketing initiatives and allows FanDuel to expand its use of MLB player intellectual property across its sportsbook platforms in the U.S. and Canada. In essence, it grants FanDuel the right to use player-focused features on its online sportsbook.
FanDuel will continue utilizing its player rights on its platform and will now also integrate MLB player intellectual property into its wider marketing and player experiences.
MLBPA Executive Director Tony Clark noted in the union’s statement that the organization is always looking for way to grow its group licensing program on behalf of its players, and noted that the FanDuel collaboration builds on the MLBPA’s efforts to diversify revenue streams and create meaningful opportunities for players.
FanDuel isn’t the only sportsbook partner of the MLBPA.
In October, it announced a deal that named Fanatics Sportsbook the first officially licensed sportsbook of MLB Players, Inc. in a non-exclusive partnership. Fanatics has deep roots with MLB, having held merchandising rights for multiple major sports leagues for years.
MLBPA, FanDuel bury the hatchet
The announcement came just over a week after the players union agreed to drop FanDuel from the lawsuit in which it had named the Flutter-owned operator.
MLB’s players sued FanDuel and Underdog Sports in New York Supreme Court in September, alleging “intentional and unauthorized” use of names, images and likenesses by the operators. The case was moved to U.S. District Court in Manhattan in October. On Nov. 19, MLB and FanDuel filed a notice of voluntary dismissal that was approved by the district judge.
Now, it appears the two parties have not only reconciled but also see one another as a useful (and authorized) commercial ally moving forward.
The MLBPA is still pursuing action against Underdog and, in a separate filing in Philadelphia, DraftKings and Bet365.
