MLB Players Ink Licensing Deal with PENN Entertainment
MLB Players Inc., the business arm of the Major League Baseball Players Association, locked in a licensing deal with PENN Entertainment and OneTeam Partners.
ESPN BET Gains Player Rights
This pact hands PENN’s betting platforms: ESPN BET in the U.S. and theScore BET in Canada, official status as MLBPI-licensed sportsbooks.
Now, PENN can splash player names, faces, and likenesses across its online betting sites, marketing pushes, and 19 ESPN BET retail spots.
PENN gets to weave player vibes into its betting options, from digital apps to brick-and-mortar books, aiming to hook baseball nuts with sharper, fan-focused wagering.
Players Call the Shots
Fanatics nabbed the first MLBPI betting license in October 2024, and FanDuel settled with the union after a lawsuit over unlicensed player use. MLBPI’s been swinging hard, taking DraftKings, bet365, and Underdog Fantasy to court for the same gripe.
This non-exclusive PENN deal, though, marks a shift, less fighting, more partnering. Players get a bigger say, and PENN hopes to claw market share, especially since ESPN BET’s been lagging behind expectations.
PENN can now roll out bets tied to MLB stars, expanding options beyond basic game lines. For players, it’s a paycheck and a power move, controlling their NIL in a market that hit $1.5 billion in baseball bets last season alone.
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