PENN Entertainment secures MLB player licensing deal for sports betting
PENN Entertainment has struck a major deal that allows its sports betting platforms to incorporate the names, images, and likenesses (NIL) of Major League Baseball (MLB) players. This agreement, made in collaboration with MLB Players Inc. and OneTeam Partners, designates PENN’s sports betting platforms—ESPN BET in the U.S. and theScore Bet in Canada—as officially licensed sportsbooks.
Details of the licensing agreement
This historic deal allows PENN to capitalise on MLB player NIL rights in several ways. It improves betting experiences for ESPN BET and theScore Bet, leverages player images in marketing campaigns, and integrates player branding in on-premises sportsbooks.
With 32 retail sportsbooks in its casino operations, including 19 under the ESPN BET brand, PENN has been busy building its footprint in the highly competitive sports betting space. Through the use of MLB player likenesses, PENN seeks to make its betting experience more immersive and engaging, build its brand presence in the sports betting space, and draw more baseball enthusiasts to its platforms.
Statements from key executives
Frank Arthofer, President of OneTeam Partners, emphasised the deal’s potential to bring fans closer to the game while benefiting players through enhanced NIL rights.
Arthofer said, “By integrating MLB player rights into PENN Entertainment’s platforms, this partnership will bring fans closer to the game while unlocking new business opportunities in sports betting. It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”
Jason Birney, VP of Operations at PENN Interactive, expressed excitement about offering fans an enhanced baseball betting experience.
Birney stated, “As baseball season gets underway, we’re excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product. 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.”
Comparison with similar deals
PENN is following suit with other larger sportsbooks, such as FanDuel and Fanatics Sportsbook, who have obtained MLB player licensing agreements similar to this. It is an emerging trend where player identities become part of the sports betting strategy.
PENN is looking to take advantage of the increasing fan base for betting on baseball. With ESPN BET lagging in market share, this agreement represents a strategic leap to bring on more bettors and increase the brand’s recognisability.
The MLB Players Association (MLBPA) has also been busy guarding its rights and maintaining regulatory compliance. The agreement could be questioned by regulators responsible for sports betting integrity.
With the inclusion of MLB players in its marketing, PENN looks to increase fan interaction with more engaging betting alternatives, leverage player branding to fuel promotions, and provide exclusive markets for betting on MLB stars.
