Caesars Entertainment signs deal with MLB Players
Caesars Sportsbook and William Hill have become sportsbook partners of the association.
US.- Caesars Entertainment has announced a deal to make Caesars Sportsbook and William Hill licensed sportsbook partners of MLB Players. Caesars gains access to MLB player name, image and likeness rights for use across its online sportsbook platforms and at retail sportsbook locations in North America.
MLB Players is the business arm of the Major League Baseball Players Association (MLBPA), which is the collective bargaining representative for all professional baseball players of the 30 MLB teams.
Evan Kaplan, president of MLB Players, said: “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.”
Eric Hession, president of Caesars Digital, added: “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.”
The agreement was facilitated by OneTeam, the group licensing partner of the MLB Players Association. Frank Arthofer, president of OneTeam Partners, commented: “Caesars recognises 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.”
Caesars Entertainment reported Q4 net revenue of $2.9bn, compared to $2.8bn for the prior-year period. The company reported a net loss of $250m compared to a net income of $11m, primarily due to gains on asset sales in the prior year period. Adjusted EBITDA was $901m compared to $882m.
