MLB Players Sue DraftKings and Bet365 Over Alleged Misuse of Likenesses

Major League Baseball (MLB) players have filed a lawsuit against sports-betting platforms DraftKings and Bet365, accusing them of using players’ names and images without consent.

The lawsuit, filed on Monday in federal court in Philadelphia, claims that both companies violated Pennsylvania law by utilizing player likenesses in promotional materials without securing proper licensing agreements.

The suit, led by the players’ union, MLB Players Inc., argues that DraftKings and Bet365 misappropriated images of hundreds of professional baseball players, including prominent figures like Bryce Harper, to promote bets on their platforms. The union contends that this usage extends beyond informational purposes and serves as a marketing tool to entice users to place bets.

“Defendants’ use of player images within their sportsbook platforms is not merely informational — it is promotional,” the union’s lawyers stated in the complaint.

The lawsuit highlights that users can place bets on specific MLB games or players without the need for their images, as seen with similar betting options offered in other sports like football.

The lawsuit seeks compensatory and punitive damages, as well as a court order to stop DraftKings and Bet365 from using MLB players’ likenesses. Additionally, the union is demanding the disgorgement of any profits made from the unauthorized use of player images.

This legal action comes as DraftKings continues to expand its presence in the sports-betting industry, including a recent acquisition of Simplebet, a company specializing in live in-game wagers. DraftKings and Bet365 have not yet commented on the lawsuit.

The case, which could have wider implications for how sportsbooks use player likenesses in marketing, is the latest in a series of legal battles over name, image, and likeness (NIL) rights. Last month, the players’ union settled a similar case with the Pittsburgh Pirates and a gas station chain.

Fortune, the New York Times, and Benzinga contributed to this report.