Source: LawInSport

LawInSport discusses how generative AI is changing the landscape of image rights, especially for professional athletes involved in sponsorship and endorsement deals. The article focuses on how AI can create unauthorized simulations of an athlete’s face, voice, and gestures, potentially harming brand value or leading to reputational damage.

It provides practical legal advice for drafting endorsement agreements, including the addition of AI-specific clauses that define usage rights, prevent unauthorized digital replication, and establish remedies in case of infringement. The need for global harmonization of image rights law is also emphasized, given the cross-border nature of digital content.

The article urges agents, brands, and legal teams to adapt quickly to this technological disruption to protect the commercial and personal rights of athletes.