Hard Rock Bet can now use official Major League Baseball player imagery on its sports betting platform across the U.S.
It is the latest sportsbook to gain the rights to do so, and as such avoids potential legal issues with the union.
The MLB Players Association (MLBPA) announced on Wednesday that it signed an agreement with Hard Rock Digital that makes Hard Rock Bet an officially licensed sportsbook of the player union’s business arm, MLB Players Inc.
Via the new long-term licensing agreement with MLB Players, Inc. and its group licensing partner OneTeam Partners, Hard Rock Bet has the right to offer:
- MLB player names, images, and likenesses (NIL) directly within its digital and retail sportsbook platforms throughout North America
- In-app MLB player intellectual property (IP) integrations, such as the use of player headshots within player profiles and prop betting markets
- MLB player IP across the operator’s product and marketing
MLB authenticity, engagement for Hard Rock Bet
OneTeam President Frank Arthofer said that player IP is moving from being an add-on in sports betting to a foundational piece of the experience, and MLB Players Inc. President Evan Kaplan added that the licensing agreement provides legitimacy and authenticity to Hard Rock Bet’s MLB offerings.
“Fans connect to athletes,” said Kaplan. “As sports betting continues to evolve, the experience is shifting from a screen full of odds to something more recognizable, more intuitive, and closer to the game itself. This partnership with Hard Rock Digital ensures that connection is authentic, licensed, and reflective of the value MLB players bring to the game.”
Seminole-owned Hard Rock Digital offers sports betting via Hard Rock Bet in 10 U.S. states:
- Arizona
- Colorado
- Florida
- Illinois
- Indiana
- Michigan
- New Jersey
- Ohio
- Tennessee
- Virginia
It most recently expanded into Michigan, launching online sports betting and iGaming in the state in January.
“We are proud to partner with MLB Players, Inc. and OneTeam to bring official MLB player content to Hard Rock Bet,” said Hard Rock Digital Executive Managing Director & Chief Operating Officer Mike Primeaux. “The power and authenticity of player NIL will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”
MLBPA re-evaluates sportsbook partners amid court action
The MLBPA announced the Hard Rock Bet agreement less than two weeks after it confirmed that it struck a similar deal with Caesars Entertainment for player NIL and IP to be used on Caesars Sportsbook and William Hill across the operator’s U.S. sports betting markets.
In addition to Caesars and Hard Rock, the MLBPA has licensing deals with other major sportsbooks including FanDuel.
The players’ association has not been afraid to challenge sportsbooks with whom it does not have licensing deals. The MLBPA settled a legal dispute with DraftKings earlier this year after it sued the operator over allegations that the companies used MLB player imagery without proper licensing. It did so similarly with bet365.
Underdog and FanDuel were also included in a legal dispute with MLB Players, Inc., but FanDuel was dropped from the complaint after agreeing to a licensing deal in late 2024.
