Charlie Blackmon's deal with MaximBet is the first sportsbook endorsement for an MLB player

Blackmon's deal was made possible by the new CBA.

Colorado Rockies outfielder Charlie Blackmon has partnered with MaximBet to become the first active Major League Baseball player to sign as a sportsbook ambassador.

According to ESPN, his role with the online sportsbook will include appearances in marketing campaigns, promotions and social media content, and at fan events. MLB policy doesn’t allow for Blackmon to promote betting on baseball, but there’s no rule against his ability to endorse the company in general.

Prior to the league’s new collective bargaining agreement this offseason, marketing and sponsorship deals with sportsbooks were limited to the league and teams. Blackmon is the first player to capitalize on the latest CBA, which allows for players to get those deals.

MaximBet is a newer sportsbook that only operates in Colorado, where Blackmon has starred his entire 12-year career, including four All-Stars selections.