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MLB Players, Inc. and OneTeam Partners have announced the official launch of Major League Baseball player imagery on the Hard Rock Bet platform, following a new long-term licensing agreement with Hard Rock Digital. The deal designates Hard Rock Bet as an officially licensed sportsbook of MLB Players.
The integration introduces player names, images, and likenesses (NIL) directly into the sportsbook across both digital and retail platforms throughout North America.
With the 2026 MLB season now underway, player headshots are already live within the app, appearing in player profiles and prop betting markets. The update aims to create a more intuitive and visually engaging experience for users, while making it easier for fans to navigate betting options tied to individual athletes.
The agreement also allows Hard Rock Bet to expand the use of MLB player intellectual property across its broader product and marketing ecosystem, including retail sportsbooks. The move is expected to increase player visibility and position athletes more prominently within the overall fan experience.
“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 will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”
“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.”
He said the partnership with Hard Rock Digital helps ensure that the connection is authentic, properly licensed, and reflects the value MLB players bring to the sport.
The partnership was facilitated by OneTeam, which serves as the group licensing partner for MLB Players, Inc.
“What you’re seeing is the shift from information to identity,” said Frank Arthofer, President, OneTeam. “Player IP is no longer an add-on in this space. It’s becoming foundational. When you build around the athlete, like Hard Rock Digital, you create a product that feels closer to the game itself. That’s where this is going.”