MLB Players, Inc. and Caesars Entertainment Strike Landmark Licensing Deal

MLB Players, Inc. and Caesars Entertainment, Inc. have officially announced a multiyear partnership, establishing Caesars Sportsbook and William Hill as officially licensed sportsbook partners of the professional baseball body.

The agreement provides Caesars with comprehensive access to the name, image, and likeness (NIL) rights of active Major League and Minor League players for use across its North American digital and retail betting platforms.

The integration has commenced with the 2026 season, marking a significant shift in how player assets are utilised within the gaming industry.

Highlighting the value of individual athletes in driving fan engagement, president of MLB Players, Inc., said: “Players are the most powerful connection point in sports.”

“By partnering with Caesars, that connection becomes even more visible and dynamic, giving fans a richer and more engaging experience across its platforms,” Kaplan said. 

Echoing this sentiment, president of Caesars Digital, Eric Hession, added: “Sports fans regularly show us how much they care about the athletes they follow.”

“Their presence and star power are what fans respond to most.

“Bringing licensed player imagery into our platforms helps us deliver a more engaging experience for fans,” Hession said.

The deal was facilitated by OneTeam, the group licensing partner of the MLB Players Association.

Suggesting the deal sets a new industry standard, president of OneTeam Partners, Frank Arthofer, noted: “Caesars recognises the power of player imagery to inspire fan connection.”

“This partnership reflects the growing influence of player IP in modern fan engagement and sets a new benchmark for collaboration between leagues, athletes, and the gaming industry,” Arthofer said.

Fans can now see official player imagery within the Caesars Sportsbook and William Hill Nevada mobile apps, as well as on self-service betting kiosks at physical retail locations. These assets are being deployed across mobile market templates, promotional boost banners, and player-specific betting markets.

This partnership allows MLB Players, Inc. to further monetise the intellectual property of its members while providing Caesars with a premium aesthetic advantage in a highly competitive sports betting market.

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