As part of a long-term collaboration established yesterday, Hard Rock Bet has been designated as MLB Players, Inc.'s official licensed sportsbook.

The multi-year license deal with Hard Rock Digital, the owners of the Hard Rock Bet sportsbook, was announced by MLB Players Inc. and OneTeam Partners, the group licensing partner.

The agreement makes it possible to directly incorporate MLB players' names, images, and likenesses into the betting process for players on Hard Rock Bet's online and physical platforms throughout North America.

“We are proud to partner with MLB Players, Inc. and OneTeam to bring official MLB player content to Hard Rock Bet,” said Mike Primeaux, Hard Rock Digital Executive Managing Director & Chief Operating Officer.

“The power and authenticity of player NIL will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”

Faces like Tarik Skubal, Aaron Judge, Vladimir Guerrero Jr., and Shohei Ohtani will therefore appear more frequently on Hard Rock Digital platforms. This covers prop betting markets, athlete profiles and statistics, and head shots.

Utilizing the Image and Likeness of MLB Players

Under the terms of the arrangement, Hard Rock Bet can expand MLB player IP across its entire marketing ecosystem, as well, from digital to retail sportsbooks. The players will become more visible as a result.

The Major League Baseball Players Association's business division, MLB Players, Inc., focuses on the union's commercial operations, including marketing, sponsorships, group licensing, and collaborations.

"Fans connect to athletes,” said Evan Kaplan, President of MLB Players, Inc. “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.”

Legal Conflicts Settled

MLB Players Inc. had previously been involved in legal battles with FanDuel, bet365, and DraftKings. The claims focused on the operators' unlicensed use of players' names, likenesses, and photographs on these sportsbook sites.

The cases were dropped and all of the sportsbook operators reached settlements. The Hard Rock agreement with MLB Players, Inc. demonstrates how the sportbook industry has changed to include paid partnerships.

MLB Players Inc. and OneTeam Partners signed a comparable license deal with PENN Entertainment in April 2025. In 2024, FanDuel and the players reached a similar agreement.

"What you’re seeing is the shift from information to identity,” said Frank Arthofer, President, OneTeam. “Player IP is no longer an add-on in this space. It’s becoming foundational. When you build around the athlete, like Hard Rock Digital, you create a product that feels closer to the game itself. That’s where this is going.”