The Major League Baseball Players Union (MLBPA) has taken a significant step against DraftKings and Bet365, filing a lawsuit alleging the sportsbooks are using player images without permission. This legal action, filed in Philadelphia federal court, could have far-reaching implications for the sports betting industry, especially concerning the use of player names and images in marketing and advertising.
The lawsuit specifically targets DraftKings’ alleged violation of Pennsylvania law, where the company is accused of using MLB players’ images in marketing campaigns without their consent. The MLBPA claims this unauthorized use extends beyond informational purposes and is directly promotional. They further argue that while DraftKings offers player prop bets for other sports without using player images, the use of images in MLB betting is unnecessary and violates players’ rights.
This lawsuit could have a significant impact on the way sportsbooks market player props and utilize player images. The MLBPA is seeking compensatory and punitive damages from DraftKings and Bet365. Additionally, they demand the sportsbooks stop using player images on their platforms and relinquish any profits derived from such use. The profits would be turned over to the players themselves.
The lawsuit’s potential ripple effect is undeniable, potentially impacting the entire sports betting landscape. It raises crucial questions about player image rights, the ethics of using player likenesses for commercial purposes, and the boundaries of sportsbook marketing practices.
The lawsuit follows a year of strong growth for DraftKings, with its stock price up 13.9% year-to-date in 2024. However, the outcome of this legal battle could significantly affect the company’s future marketing strategies and potentially impact its stock performance. The NFL season has just kicked off, and this lawsuit raises concerns about the use of player images in other major sports leagues. As the lawsuit progresses, it will be interesting to see how other sports leagues and sportsbooks respond and adapt to this evolving legal landscape.
