PENN Entertainment has secured a deal with MLB Players, Inc. to make its ESPN Bet and theScore Bet brands officially licensed sportsbooks of the MLBPA’s business arm.
The non-exclusive licensing agreement, secured through MLBPA commercial partner OneTeam Partners, gives ESPN Bet and theScore Bet permission to use MLB player names, images and likenesses on their wagering websites and apps. The deal provides PENN with rights to use names, images, and likenesses for marketing and retail operations.
“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 OneTeam President Frank Arthofer. “It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”
ESPN Bet and theScore Bet have been named officially licensed brands of MLB Players, Inc., following the filing of two separate lawsuits in September 2024 against four operators.
MLB Players, Inc. filed suit in Pennsylvania
Last year, MLB Players, Inc. filed a lawsuit against DraftKings and bet365 in Pennsylvania alleging the operators of illegally using player images online.
DraftKings responded by filing a motion to dismiss the suit arguing that its use of MLB player images fell within the scope of the First Amendment. It believes its use of images for marketing is considered public interest and covered under the freedom of the press.
Last month, a Pennsylvania federal judge denied DraftKings’ motion to dismiss the lawsuit, citing the allegations made by MLB Players, Inc. were plausible for violating publicity rights.
Bet365 was withdrawn as a plaintiff in the case on the same day the motion was dismissed. There has been no official statement from bet365 regarding its withdrawal from the case.
Second lawsuit filed by the union’s business arm
FanDuel and Underdog were also sued by MLB Players, Inc. for allegedly using images of players on their apps and social media campaigns without proper authorization.
MLB Players, Inc. filed the suit in New York Supreme Court as both companies are based in the state. FanDuel was voluntarily dropped by the MLBPA from the lawsuit in November 2024 after reaching a settlement with the union. FanDuel agreed to a confidential licensing agreement with MLB Players, Inc. leaving Underdog as the lone plaintiff in New York.
In the midst of the disputes, Fanatics became the first operator to be an official sportsbook of MLB Players, Inc. after it secured a non-exclusive deal with the business arm.
