New long-term licensing partnership brings MLB player name, image, and likeness to one of the nation’s leading sportsbooks

Hollywood, Fla., and New York, April 29, 2026 — MLB Players, Inc. and OneTeam Partners today announced the official launch of MLB player imagery within the Hard Rock Bet platform, as part of a new long-term licensing agreement with Hard Rock Digital that designates Hard Rock Bet as an officially licensed sportsbook of MLB Players, Inc. The integration brings MLB player name, image, and likeness directly into the core of the betting experience across Hard Rock Bet’s digital and retail platforms throughout North America.

With the 2026 MLB season underway, player headshots are live across the app, embedded within player profiles and prop betting markets. The addition makes the platform more intuitive, visually engaging, and easier for fans to navigate. The partnership also enables Hard Rock Bet to extend MLB player IP across its broader product and marketing ecosystem, from digital experiences to retail sportsbooks, expanding visibility and placing players more directly at the center of the 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. This partnership with Hard Rock Digital ensures that connection is authentic, licensed, and reflective of the value MLB players bring to the game.”

The partnership was facilitated by OneTeam, the group licensing partner of 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.” 

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About MLB Players, Inc. 

MLB Players, Inc. is the business arm of the Major League Baseball Players Association. The Major League Baseball Players Association is the collective bargaining representative for all professional baseball players of the 30 Major League Baseball teams. MLB Players, Inc. serves as the exclusive group licensing agent for all commercial business interests and licensing activities involving active Major League and Minor League Baseball players. Follow @MLBPA on Instagram and X.

About Hard Rock Digital

Hard Rock Digital is the exclusive Hard Rock International vehicle for interactive gaming and sports betting and the primary vendor to the Seminole Tribe of Florida for sports betting. Known the world over for its famous cafes, casinos, hotels, and music memorabilia collection, Hard Rock's legendary hospitality and entertainment serves as our foundation as we build the future of sports betting and internet gaming. Headquartered in Hollywood, Florida, and with offices in Austin, Texas, Atlantic City, New Jersey, and Toronto, Ontario, Hard Rock Digital is dedicated to creating the best place to play for sports fans and mobile gamers everywhere. Join us by visiting HardRock.betand following @HardRockBet on social media for the latest betting action. For news, visit HardRockDigital.com or follow @HardRockDigital on X/Twitter.

About OneTeam Partners

OneTeam is a global leader in sports licensing, marketing, sponsorship, and media, specializing in commercializing group licensing rights for professional athletes. Established in 2019, OneTeam is a joint venture between the NFLPA, MLBPA, WNBPA, MLSPA, USWNTPA, and NWSLPA, with backing from HPS, General Atlantic, and Morgan Stanley Tactical. OneTeam represents the exclusive group rights for thousands of professional and collegiate athletes worldwide.