Hard Rock Bet can now use official Major League Baseball player names, images and likenesses across its sports betting platform in the United States, after signing a long term licencing agreement with MLB Players Inc. The deal allows the sportsbook to integrate player content into its digital and retail offerings, strengthening its position in a competitive betting market.
Licencing deal covers player NIL and content integration
The agreement was announced by the MLB Players Association (MLBPA), which confirmed that Hard Rock Digital has become an officially licenced sportsbook partner of its commercial arm, MLB Players Inc. The deal was completed in partnership with OneTeam Partners, the group licencing agency for the union.
Under the agreement, Hard Rock Bet will be able to use MLB player names, images and likenesses directly within its sportsbook platforms across North America. This includes the integration of player headshots in betting markets and player profiles, as well as the use of player intellectual property in marketing and product features. This kind of official content integration is increasingly becoming a standard expectation among users of top-rated online sportsbooks, as bettors look for more immersive and authentic experiences tied to real players and teams.
The move allows Hard Rock Bet to align its offerings with licencing requirements and avoid potential legal risks linked to the unauthorised use of player imagery.
Focus on fan engagement and authenticity
MLB Players Inc. said the agreement reflects a wider shift in the sports betting sector, where official player content is becoming central to the user experience.
OneTeam Partners President Frank Arthofer stated that player intellectual property is no longer an optional feature but a core part of sportsbook products. MLB Players Inc. President Evan Kaplan added that licenced player content improves authenticity and helps connect fans with the sport.
The integration of player data and imagery is expected to make betting interfaces more familiar to users, moving beyond traditional odds-based displays towards more recognisable formats linked to teams and athletes.
Hard Rock Bet expands US footprint
Hard Rock Digital, owned by the Seminole Tribe, currently operates Hard Rock Bet in 10 US states. These include Arizona, Colorado, Florida, Illinois, Indiana, Michigan, New Jersey, Ohio, Tennessee and Virginia.
The company most recently expanded its presence in Michigan, where it launched online sports betting and iGaming services in January. The addition of MLB player rights is expected to support user engagement during the baseball season across these markets.
Hard Rock Digital Chief Operating Officer Mike Primeaux said the partnership would enhance the platform’s product offering and help strengthen fan interaction throughout the season.
MLBPA continues to sign sportsbook partners
The MLB Players Association has recently increased its number of licencing agreements with sportsbook operators. Less than two weeks before the Hard Rock deal, the union confirmed a similar agreement with Caesars Entertainment. That deal allows Caesars Sportsbook and William Hill to use MLB player content across their US betting platforms.
The MLBPA also holds agreements with other major operators, including FanDuel. These partnerships form part of a broader strategy to ensure that sportsbooks using player imagery are properly licenced.
Legal action shapes licencing landscape
The union has taken legal steps against operators that used player content without authorisation. Earlier this year, it settled a dispute with DraftKings after filing a lawsuit over the alleged unauthorised use of MLB player imagery. A similar case was also brought against bet365.
Other operators, including Underdog and FanDuel, were previously named in legal complaints. FanDuel was later removed from the case after reaching a licencing agreement with MLB Players Inc. in late 2024.
The latest deal with Hard Rock Bet highlights the growing importance of licencing agreements in the US sports betting industry, as operators seek to integrate official league and player content while avoiding legal challenges.
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