PENN Entertainment has secured a licensing deal to use Major League Baseball (MLB) player rights across its sports betting platforms.
The agreement with MLB Players Inc. and OneTeam Partners designates PENN’s sports betting platforms as officially licensed sportsbooks and covers ESPN BET in the United States and theScore Bet in Canada.
The partnership provides PENN with rights to incorporate MLB player names, images and likenesses (NIL) into its sports betting platforms, marketing assets and promotional campaigns.
The deal also extends to PENN’s 32 retail sportsbook operations across its portfolio of casino properties, including 19 under the ESPN BET brand.
“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,” said PENN Interactive vice president of operations Jason Birney.
“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.”
OneTeam Partners president Frank Arthofer added: “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.
“It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution.”
Similar MLB player licensing deals have been agreed in the past year with FanDuel and Fanatics Sportsbook.
Shares in PENN Entertainment Inc (NASDAQ:PENN) closed 6.38 per cent higher at $17.17 per share in New York Wednesday, but were down 3.55 per cent to $16.56 per share in pre-market.