MLB Players Inc. Looks to Expand Licensing Opportunities

Evan Kaplan, president of MLB Players Inc., discusses the organization's approach to sports licensing and plans for Licensing Expo 2026.

Mar. 26, 2026 at 6:30pm

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Evan Kaplan, president of MLB Players Inc. (MLBPI), talks about the organization's focus on elevating player visibility, protecting rights in an evolving technological landscape, and creating authentic connections between fans and athletes through licensing partnerships. Kaplan discusses MLBPI's differentiated approach from MLB's league-level licensing, the recent partnership with Genies to create AI player avatars, and the organization's goals for the upcoming Licensing Expo 2026.

Why it matters

As one of the most recognizable sports properties, MLBPI's licensing strategy is crucial for supporting its player membership, from future stars in the Minor Leagues to retired legends in the Alumni Association. Kaplan's insights highlight the opportunities and challenges in sports licensing, including navigating new technologies, expanding into emerging categories, and elevating lesser-known players.

The details

Kaplan explains that MLBPI's licensing business works best when collaborating with MLB, as the majority of revenue comes from mutual partners. However, MLBPI also pursues its own initiatives, such as content projects and events. The organization recently announced a partnership with Genies to create AI avatars of MLB players, which Kaplan sees as an opportunity to test new technologies and protect player rights. For Licensing Expo 2026, Kaplan is focused on finding new licensees that can complement MLBPI's existing business, expand distribution, and support the organization's efforts to promote Minor League and Alumni players.

  • Licensing Expo 2026 will take place on May 19-21, 2026 at the Mandalay Bay Convention Center in Las Vegas, Nevada.

The players

Evan Kaplan

The president of MLB Players Inc. (MLBPI), the organization that represents and licenses the rights of Major League Baseball players.

MLB Players Inc. (MLBPI)

The organization that represents and licenses the rights of Major League Baseball players, including future stars in the Minor Leagues, current players in the Majors, and retired legends in the Alumni Association.

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What they’re saying

“The business works best for us when we're working hand in hand with the league. Our biggest revenue sources are obviously mutual partners, where we can work together.”

— Evan Kaplan, President, MLB Players Inc.

“We've worked on a limited level with Genies, so it's someone we've known for a long time, and it's allowing us to test the waters to see what we can do in this space. Because of the partnership, we will slowly learn together. It's a lot of education for us and a nice example of rights protection.”

— Evan Kaplan, President, MLB Players Inc.

What’s next

Kaplan and MLBPI will be attending Licensing Expo 2026 in Las Vegas from May 19-21, where they will be looking to find new licensees and partners to complement their existing business and expand opportunities for Minor League and Alumni players.

The takeaway

MLBPI's licensing strategy is focused on elevating player visibility, protecting rights in an evolving technological landscape, and creating authentic connections between fans and athletes. By working closely with MLB while also pursuing independent initiatives, the organization aims to maximize commercial opportunities for its diverse player membership, from rising stars to legendary figures.