Matt Bastock Gambling Expert
Matt is a casino and sports betting expert with over two decades' writing and editing experience. He loves getting into the nitty gritty of how casinos and sportsbooks really operate in order to make solid...
Read Full BioMLB Players Inc. (MLBPI), the business affiliate of the Major League Baseball Players Association (MLBPA), has announced a partnership with PENN Entertainment.
The agreement, secured through OneTeam Partners, allows both ESPN Bet (U.S.) and theScoreBet (Canada) permission to incorporate MLB player names, images, and likenesses into their sports betting platforms for marketing and retail campaigns.
“By integrating MLB player rights into PENN Entertainment’s platforms, this partnership brings fans closer to the game while unlocking new business opportunities in sports betting,” Frank Arthofer, President of OneTeam Partners, said in a release.
He continued: “It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”
PENN operates 32 retail sportsbooks, including 19 under the ESPN Bet brand. In 2021, it acquired theScore, which is now the Toronto Blue Jays’ official gaming partner.
Strengthening Connections
ESPN Bet has performed far below prior market expectations and has struggled to compete with the likes of DraftKings and FanDuel. Upon launch, Penn aspired to secure 20% of the sports betting market share across the United States by 2027. Updating investors after its fourth-quarter earnings call, this has been revised to 5% by the end of 2025.
Underwhelming performance has continued to fuel speculation that Penn may look to opt out of the 10-year deal valued at $2 billion that was signed in 2023.
PENN’s VP of Operations, Jason Birney, hopes the MLBA partnership will help PENN deliver an enhanced product for fans. “Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season,” he said.
The defending World Series champion Los Angeles Dodgers opened the MLB season against the Chicago Cubs in Tokyo on 18-19 March. Action on American shores got underway the week after.
Navigating Legal Hurdles
MLB Players Inc. agreed to a similar deal with Fanatics Sportsbook in October 2024. A month prior, in September 2024, the MLBPI brought lawsuits against bet365, DraftKings, FanDuel, and Underdog Fantasy for alleged unauthorized use of player names and likenesses.
FanDuel and the MLBPA agreed on a settlement after both parties agreed to a licensing agreement.
Last month, a federal judge denied DraftKings and bet365’s attempts to dismiss the lawsuit. Judge Marston of the U.S. District Court for the Eastern District of Pennsylvania found that the MLBPI had “sufficiently pleaded violations of Pennsylvania’s right of publicity statute” and “common law misappropriation of likeness.”
