MLB Players Inc. and Caesars Entertainment Inc. announced a partnership agreement making Caesars Sportsbook and William Hill officially licensed sportsbook partners of MLB Players Inc. With this deal, Caesars gains access to MLB player name, image, and likeness rights for use across its online sportsbook platforms and at retail sportsbook locations for both brands in North America.
Beginning with the 2026 season, Caesars has integrated MLB player imagery into the Caesars Sportsbook mobile app in jurisdictions where it is live, the William Hill Nevada mobile app, and at retail locations for both brands. Baseball fans should expect to see player imagery in mobile market templates, promotional boost banners and in player-specific markets on self-service betting kiosks inside sportsbook locations throughout the 2026 MLB season.
“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,” said Evan Kaplan, President of MLB Players Inc.
“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,” said Eric Hession, President of Caesars Digital.
The agreement was facilitated by OneTeam, the group licensing partner of the MLB Players Association.
“Caesars recognizes 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,” said Frank Arthofer, President of OneTeam Partners.
