PENN Entertainment has reached a landmark licensing agreement with MLB Players Inc. (MLBPI), the commercial arm of the Major League Baseball Players Association (MLBPA), allowing its ESPN Bet and theScore Bet platforms to use the names, images, and likenesses (NIL) of active MLB players in the United States and Canada.
The deal was brokered by OneTeam Partners and enables PENN to feature MLB players in promotional campaigns, odds boosts, and other fan-facing betting content. It marks the latest evolution in the sports betting landscape, where player brand value is being leveraged directly by sportsbooks.
MLBPA Sues DraftKings, FanDuel Over NIL Use
The agreement follows legal action initiated by MLBPI in September 2024 against DraftKings, FanDuel, bet365, and Underdog Fantasy, alleging unauthorized use of player NIL rights. Earlier this year, a federal judge denied motions by DraftKings and bet365 to dismiss the case, strengthening MLBPI's position and setting the stage for a wider industry reckoning. MLBPI had previously reached a similar licensing agreement with Fanatics Sportsbook in October 2024.
According to industry estimates, the U.S. sports betting market exceeded $12.4 billion in gross gaming revenue in 2024. PENN’s ESPN Bet, launched in late 2023, now operates in 17 states and continues to expand aggressively across North America.
The move solidifies PENN’s strategy to align with major sports leagues and player associations, while giving MLB athletes more control over how their image is used in the increasingly lucrative gaming industry. The MLBPA’s growing commercial assertiveness comes amid rising demand for personalized content and deeper fan engagement.
This deal not only brings star players like Aaron Judge and Shohei Ohtani into the spotlight of sportsbook promotions—it also signals a shift in how professional athletes and gambling platforms are shaping the business of baseball.
