"AI can be asked to deliver pretty much anything. By anyone. The tools are becoming ever more sophisticated and easily accessible. It will become even harder to spot what is real and what is, in AI terms, deepfake. It may seem, for the most part, like harmless fun. After all, who really thinks Messi and Ronaldo have been serving burgers?"
"As football has become a commercial juggernaut, players and clubs have had to learn how to look after their brands. That could be by protecting the club crest or challenging the use of a player's name in unauthorised promotional material. Take Chelsea midfielder Cole Palmer, who has trademarked the term 'Cold Palmer' with the UK government's Intellectual Property Office."
"In the UK there is limited legislation covering someone's likeness. Or, as it is called in football, image rights. Jonty Cowan, legal director at law firm Wiggin LLP, told BBC Sport that AI was presenting 'lots of novel challenges'. 'Various governments around the world are trying to figure out... how do we react to AI?' said Cowan."
Artificial intelligence is generating increasingly sophisticated and accessible content featuring footballers in fabricated scenarios, from humorous deepfakes to realistic promotional materials. While much of this content appears harmless, players and clubs face significant challenges protecting their commercial interests and image rights. Footballers like Cole Palmer are trademarking their names, celebrations, and likenesses to establish legal protections. However, current UK legislation provides limited coverage for image rights protection. Legal experts acknowledge AI presents novel challenges that governments worldwide are still attempting to address through regulatory frameworks. The distinction between real and fake content continues to blur, raising questions about brand protection and intellectual property enforcement in professional football.
Read at www.bbc.com
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