The MLBPA‘s business affiliate partner has officially announced a collaboration with PENN Entertainment.
The new collaboration between PENN Entertainment and MLBPI will allow both American ESPN Bet and Canadian theScoreBet to use MLB player names, images, and likenesses. This will apply to their sports betting platforms as well as marketing and retail campaigns. PENN operates 32 retail sportsbooks across its casino properties, including 19 under the ESPN BET brand. The agreement also covers PENN’s retail sportsbook operations.
In a public press statement, Frank Arthofer, President of OneTeam Partners, said that integrating MLB player rights into PENN Entertainment’s platforms brings fans closer to the game. He also noted that the partnership unlocks new business opportunities in sports betting. Arthofer added that it highlights the growing influence of players in shaping premium, fan-focused betting experiences. The partnership also enhances player NIL rights and widens distribution.
This comes after a difficult period for ESPN Bet. It has struggled to compete with major rivals like DraftKings and FanDuel. PENN Entertainment targets to take hold of 20% of the sports betting market by 2027. The goal has been revised to just 5% by the end of 2025. This marks a shift in the company’s objectives, with two years remaining before the deadline.
This partnership with the MLBA is surely part of the hope of turning the situation around. If not, rumors have been circulating that PENN might be looking for a way out of the 10-year and $2 billion deal, first signed back in 2023.
Jason Birney, VP of Operations at PENN, said that partnering with MLB Players Inc. strengthens their connection to the league. It also enhances their relationship with star players. He also noted that it creates additional opportunities to engage fans throughout the season.
