Hard Rock Bet announced a new partnership with MLB Players, Inc. on Wednesday, granting the sports betting company full access to MLB player name, image, and likeness (NIL).
The new arrangement will enhance Hard Rock Bet’s product by placing MLB players within the company’s online sportsbook.
Key Takeaways
- Hard Rock Bet can use player NIL for its sportsbook offerings and marketing.
- Player prop betting pages now feature headshots of players.
- The company paid $2 million for a $30 MLB parlay over the weekend.
MLB Players, Inc., and OneTeam Partners, a sports licensing and marketing agency, confirmed the launch of MLB player imagery on the Hard Rock Bet platform. The long-term deal designates Hard Rock Bet as an official licensed sportsbook of MLB Players, Inc.
“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 and 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.”
Bettors will now find player headshots within the app, including on player profiles and prop betting markets. This is intended to deepen the user experience, while also making it easier to locate preferred betting markets and outcomes.
The partnership also allows Hard Rock Bet to use MLB player IP in marketing and initiatives for its mobile and retail sportsbook, presenting new opportunities for audience acquisition and retention.
“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.”
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Focusing on the players (and users)
Hard Rock Bet’s partnership with MLB Players, Inc. was facilitated by OneTeam, the organization’s licensing partner.
Player props and parlays are two of the most popular betting markets at top online sportsbooks. The connection there is that both can or directly involve a direct relationship between users and players, the latter of which offer a more direct linkage to fans and bettors than teams.
Sportsbooks have already evolved their product offerings based on customer sentiment. As players continue to stand out as individuals rather than team members, Hard Rock Bet is applying a new focus to its product.
“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.”
New player images are already live in the Hard Rock Bet mobile app.
Hard Rock Bet pays huge win
With the MLB season in full swing, Hard Rock Bet users are winning much more than just images of their favorite players.
The company revealed over the weekend that one Florida user turned a $30.11 six-leg parlay into nearly $2 million in winnings by betting on the following players to hit home runs: Riley Greene, Coby Mayo, Jesus Sanchez, Bryce Harper, Jazz Chisholm Jr., and Nick Kurtz. The combination had gargantuan +6,576,031 odds, or a one-in-65,761.31 chance.
A bettor turned $30 bucks into almost 2 MILLION…
— Hard Rock Bet (@HardRockBet) April 25, 2026
This is what a PERFECT parlay looks like 🤯 pic.twitter.com/16ITjGType
Hard Rock Bet confirmed the ticket had the longest odds of any winning seven-figure bet in company history.
