The commercial affiliate of the MLB Players Association (MLBPA) has named FanDuel as a non-exclusive product and marketing licensing partner in a deal that spans Canada as well as the U.S.

In a statement, the MLBPA announced that MLB Players Inc. has granted the Flutter-owned operator to expand its use of MLB player intellectual property and introduce player-focused features across its sportsbook platform.

FanDuel will continue utilizing MLB player rights on its platform and will now also integrate player intellectual property into its wider marketing and experiences.

Tony Clark, the MLBPA’s executive director, noted that the union is always looking to grow its group licensing program on behalf of its players. The FanDuel deal, he said, builds on the union’s efforts to diversify revenue streams and create meaningful opportunities for players.

FanDuel already has status as a sports betting partner of MLB itself in Canada via a multi-year “co-exclusive” deal it signed in March 2023. Prior to that, it had been labelled as an authorized gaming operator of the league since 2019. The bolstered status gave FanDuel the rights to use official MLB branding and category designations across its platforms, as well as stream video features and highlights in its own products and on FanDuel TV.

FanDuel also boasts partnerships in Canada with the likes of the NFL, the Canadian Football League (CFL), and Toronto Maple Leafs and Raptors owner Maple Leaf Sports and Entertainment (MLSE).

Agreement comes after MLBPA-FanDuel lawsuit was dropped

The MLBPA deal represents quite the turnaround for FanDuel’s relationship with the MLB players union.

Just over a week ago, the union agreed to drop the U.S. market leader from a lawsuit in which it had named FanDuel alongside Underdog Fantasy. MLB’s players sued the two operators in New York Supreme Court in September, alleging “intentional and unauthorized” use of names, images and likenesses. The case was moved to U.S. District Court in Manhattan in October but on Nov. 19, the two parties filed a notice of voluntary dismissal.

The MLBPA is still pursuing action against Underdog, as well as DraftKings and Bet365 in a separate and distinct lawsuit in Philadelphia.