The operator signed a multi-year agreement to use the names and images of Major League Baseball (MLB) players, the top professional baseball competition in the United States.
Caesars Entertainment has announced a multi-year agreement with MLB Players, Inc., the entity that manages the commercial rights of Major League Baseball players.
Under this agreement, Caesars Sportsbook and William Hill will be able to officially use the names, images and likeness rights of baseball players across their sports betting platforms, retail locations and marketing campaigns in North America.
According to the statement, integration has already begun with the 2026 season. Caesars has incorporated player images into the Caesars Sportsbook app, the William Hill Nevada mobile app and physical locations of both brands. This presence will also extend to player-specific betting markets, commercial promotions and advertising formats linked to the betting experience.
The agreement was facilitated by OneTeam Partners. From MLB Players, President Evan Kaplan highlighted that players are the key connection between the sport and its fans. From Caesars Digital, Eric Hession noted that incorporating official player imagery will help deliver a more engaging and connected user experience.
For the industry, this deal reflects how the U.S. sports betting market continues to strengthen the use of official rights and image assets to differentiate products, marketing strategies and customer experience.
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