Deepfakes in sport: the risks for athletes, clubs and fans
From fake endorsements to betting scams, deepfakes are a growing problem in sport. Here are the main risks and what can be done.
Athletes are among the most imitated people online. Generative AI has made that cheaper and more convincing.
The main risks
- Fake endorsements: ads that appear to show athletes promoting products they have never used.
- Scams: fake investment, crypto and betting promotions using athletes' faces and voices.
- Misinformation: fabricated quotes about transfers, injuries or controversies.
- Abuse: harmful or sexualised content targeting athletes.
What helps
- Detection and takedown services.
- Clear labelling of legitimate AI content so fakes stand out.
- Licensed alternatives so brands have a legal route.
- Platform policies and new laws on digital replicas.
Frequently asked questions
How can fans spot an athlete deepfake?
Check the source, look for an official account or label, and be sceptical of financial offers. Legitimate AI content from licensed platforms should be labelled.