Hard Rock Digital forms long-term licensing agreement with MLB Players and OneTeam

MLB Players and OneTeam Partners have formed a new long-term licensing agreement with Hard Rock Digital, providing player imagery integrations and naming Hard Rock Bet as an officially licensed sportsbook of the organization. 

The 2026 MLB season began on March 25, with player headshots currently available on the Hard Rock Bet mobile application. The agreement provides Hard Rock Bet with the ability to use MLB players’ name, image and likeness across its retail and digital platforms. 

“We are proud to partner with MLB Players, Inc. and OneTeam to bring official MLB player content to Hard Rock Bet,” Hard Rock Digital COO & Executive Managing Director Mike Primeaux said. 

“The power and authenticity of player NIL will play a critical role in elevating our product experience and strengthening fan engagement throughout the season.”

The agreement will also allow Hard Rock Digital to extend MLB player IP across its broader product and marketing ecosystem, such as embedding player profiles within its mobile application and introducing new fan experiences to expand visibility. 

MLB Players President Evan Kaplan spoke on the new collaboration, having said, “Fans connect to athletes. 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.”

OneTeam was responsible for facilitating the partnership between MLB Players and Hard Rock Digital, as President Frank Arthofer also spoke on the long-term licensing agreement. 

“What you’re seeing is the shift from information to identity,” Arthofer said. 

“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.” 

In December 2025, Hard Rock Bet introduced a “For You” personalization feature for users, where players are offered wagers curated by mood and a parlay or pass mechanic to either instantly add or skip certain legs.

The For You feature allows each user to select their favorite leagues, teams and players, as well as share a more personalized view of previous betting history.