Caesars Entertainment is being provided with access to MLB player imagery rights through a new partnership agreement with the league’s players association.
MLB Players, Inc., the business arm of the MLB Players Association (MLBPA), reached an agreement with Caesars to allow the entertainment and hospitality giant to use MLB player name, image and likeness. The deal makes Caesars Sportsbook and William Hill official sportsbook partners of MLB Players, Inc. for both online and retail operations.
As part of the deal, Caesars is allowed to integrate MLB player imagery into its gaming platforms throughout the 2026 MLB season. The pact includes the delivery of MLB player imagery for betting markets, promotional activations and self-service betting kiosks.
“Sports fans regularly show us how much they care about the athletes they follow,” said Caesars Digital President Eric Hession. “Their presence and star power are what fans respond to most. Bringing licensed player imagery into our platforms helps us deliver a more engaging experience for fans”.
The deal between Caesars and the MLBPA was facilitated by OneTeam Partners, a licensing rights company created by RedBird Capital Partners, the MLBPA and the NFL Players Association. In 2022, RedBird sold its 40% stake in OneTeam Partners to a group of private equity firms. The transaction valued OneTeam Partners at approximately $1.bn.
“Caesars recognizes the power of player imagery to inspire fan connection,” said OneTeam Partners President Frank Arthofer.
“This partnership reflects the growing influence of player IP in modern fan engagement and sets a new benchmark for collaboration between leagues, athletes, and the gaming industry”.
MLB Players, Inc. took licensing issues to court
In addition to Caesars, the MLBPA has licensing deals with other major sportsbooks including FanDuel. Earlier this month, DraftKings and MLB Players, Inc. resolved their legal dispute over DraftKings’ use of MLB player imagery without proper licensing.
In 2024, MLB Players, Inc. accused DraftKings and bet365 of illegally using MLB player imagery, but DraftKings responded to the allegations by claiming that it leveraged fair use statutes.
Underdog and FanDuel were also included in a legal dispute with MLB Players, Inc. FanDuel was dropped from the case after agreeing to a licensing deal with the business.
Busy month for Caesars
Caesars secured a licensing deal with the MLBPA less than a week after opening its first brick-and-mortar casino in Oklahoma.
The Nevada-based company opened Harrah’s Oklahoma with support from the Iowa Tribe of Oklahoma, providing residents and visitors in the state with access to a new 173,000-square-foot wagering facility located roughly 50 miles outside of Oklahoma City.
The casino houses more than 1,000 slot machines, 12 table games and a group of bars and restaurants. Caesars entered Oklahoma’s retail gaming market after being selected by the Iowa Tribe of Oklahoma as the operator of a new retail casino in the state.
As part of its agreement with the Iowa Tribe of Oklahoma, Caesars is equally splitting the development costs of Harrah’s Oklahoma, a project with a price tag of roughly $40m.
The Iowa Tribe of Oklahoma closed the doors of its retail casino, Ioway Casino, in March ahead of the opening of Caesars’ new brick-and-mortar casino in the Sooner State.
