ESPN BET will be putting its best faces forward this baseball season after securing the rights to use Major League Baseball (MLB) player images on its sites. Under the terms of the non-exclusive deal, negotiated by ESPN BET operator PENN Entertainment with MLB Players, Inc. and OneTeam Partners, gives the sportsbook full license to use player names,images and likenesses (NIL) in their digital and retail operations.
The use of MLB player NIL has been controversial and was the subject of a protracted legal battle between MLB Players, Inc., bet365 and DraftKings last year. The plaintiff’s argument in that was the players’ likenesses are covered under fair use policies and that no agreement was required. That line of defense has gone nowhere with judges, who have consistently rules in the players’ favor. PENN Entertainment clearly thought it was easier just to work with the players rather than fight them in court.
PENN Interactive vice president of operations Jason Birney described the deal in comments reported on by Gaming intelligence.com saying, 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,” he added.
OneTeam Partners president Frank Arthofer was similarly enthusiastic about the deal adding, “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.”
Both FanDuel and Fanatics Sportsbook have already cut similar deals to use MLB player NIL in their operations.