Hard Rock Bet agrees IP licensing deal with MLB Players

Hard Rock Bet will use MLB player imagery across its sportsbooks and marketing activities

Hard Rock Bet and MLB Players, Inc. have agreed a new long-term licensing partnership for the use of player imagery in sports betting.

The licensing deal enables Hard Rock Bet to use official MLB player imagery in its retail and online sportsbooks to drive consumer engagement.

The partnership also extends to Hard Rock Bet’s broader product and marketing ecosystem.

“We are proud to partner with MLB Players, Inc. and OneTeam to bring official MLB player content to Hard Rock Bet,” said Mike Primeaux, Hard Rock Digital executive managing director & chief operating officer. 

“The power and authenticity of player NIL [name, image, likeness] will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”

The partnership designates Hard Rock Bet as an officially licensed sportsbook of MLB Players and follows a similar deal earlier this month with Caesars Sportsbook.

“Fans connect to athletes,” said Evan Kaplan, president of MLB Players, Inc. “As sports betting continues to evolve, the experience is shifting from a screen full of odds to something more recognizable, more intuitive, and closer to the game itself. 

“This partnership with Hard Rock Digital ensures that connection is authentic, licensed, and reflective of the value MLB players bring to the game.”