https://valaritasports.com/blog/AI, athletes and likeness rightsen https://valaritasports.com/blog/best-ai-startups-in-sports/https://valaritasports.com/blog/best-ai-startups-in-sports/Wed, 21 Oct 2026 00:00:00 GMTFrom highlights and tracking to performance and likeness rights, here are the AI companies shaping sport, grouped by the problem each one solves. https://valaritasports.com/blog/what-is-athlete-ai-likeness-licensing/https://valaritasports.com/blog/what-is-athlete-ai-likeness-licensing/Wed, 21 Oct 2026 00:00:00 GMTAI likeness licensing lets brands, apps and clubs use an athlete's face and voice in AI-generated content, legally, with the athlete's approval and payment. Here is how it works. https://valaritasports.com/blog/valaritas-vs-vermillio/https://valaritasports.com/blog/valaritas-vs-vermillio/Wed, 21 Oct 2026 00:00:00 GMTVermillio's TraceID finds unauthorised AI uses of a person's likeness. Valaritas is built to create licensed ones for sport. Here is how they compare and when you need each. https://valaritasports.com/blog/valaritas-vs-loti/https://valaritasports.com/blog/valaritas-vs-loti/Wed, 21 Oct 2026 00:00:00 GMTLoti detects and takes down deepfakes. Valaritas lets brands license athletes' likeness for AI with consent. A comparison for athletes, agents and brands. https://valaritasports.com/blog/ai-likeness-protection-vs-licensing/https://valaritasports.com/blog/ai-likeness-protection-vs-licensing/Wed, 21 Oct 2026 00:00:00 GMTDeepfake detection removes unauthorised content. Licensing creates authorised, paid uses. Here is how the two fit together for athletes and their agents. https://valaritasports.com/blog/how-brands-can-legally-use-athlete-ai-likeness/https://valaritasports.com/blog/how-brands-can-legally-use-athlete-ai-likeness/Wed, 21 Oct 2026 00:00:00 GMTA step-by-step guide for brands and agencies that want to use real athletes in AI-generated campaigns without legal risk. https://valaritasports.com/blog/nil-and-ai-likeness-college-athletes/https://valaritasports.com/blog/nil-and-ai-likeness-college-athletes/Wed, 21 Oct 2026 00:00:00 GMTCollege athletes can earn from name, image and likeness. AI adds new deal types and new risks. Here is what to look for. https://valaritasports.com/blog/right-of-publicity-ai-athletes/https://valaritasports.com/blog/right-of-publicity-ai-athletes/Wed, 21 Oct 2026 00:00:00 GMTA plain-English overview of right-of-publicity, false endorsement, the ELVIS Act and the proposed NO FAKES Act, and what they mean for athletes and brands. https://valaritasports.com/blog/uk-image-rights-passing-off-ai/https://valaritasports.com/blog/uk-image-rights-passing-off-ai/Wed, 21 Oct 2026 00:00:00 GMTThe UK has no standalone image right. Athletes rely on passing off, trade marks, data protection and contracts. Here is how that applies to AI. https://valaritasports.com/blog/eu-ai-act-article-50-deepfakes-sport/https://valaritasports.com/blog/eu-ai-act-article-50-deepfakes-sport/Wed, 21 Oct 2026 00:00:00 GMTThe EU AI Act requires AI-generated content that depicts real people to be disclosed. Here is what clubs, leagues and brands should know. https://valaritasports.com/blog/how-sports-agencies-can-monetise-ai-likeness/https://valaritasports.com/blog/how-sports-agencies-can-monetise-ai-likeness/Wed, 21 Oct 2026 00:00:00 GMTAI creates a new revenue line for sports agencies. Here is how to price it, protect clients and run it without adding headcount. https://valaritasports.com/blog/ai-for-football-clubs-player-likeness/https://valaritasports.com/blog/ai-for-football-clubs-player-likeness/Wed, 21 Oct 2026 00:00:00 GMTHow football clubs can work with sponsors on AI-generated player content while respecting player image rights and league rules. https://valaritasports.com/blog/group-licensing-player-unions-ai/https://valaritasports.com/blog/group-licensing-player-unions-ai/Wed, 21 Oct 2026 00:00:00 GMTPlayer associations have licensed group rights for games and trading cards for decades. AI is the next frontier. Here is how group licensing can work for AI likeness. https://valaritasports.com/blog/how-athletes-get-paid-for-ai-likeness/https://valaritasports.com/blog/how-athletes-get-paid-for-ai-likeness/Wed, 21 Oct 2026 00:00:00 GMTA guide to pricing models, revenue splits and payment flows for athletes licensing their face and voice for AI. https://valaritasports.com/blog/ai-generated-athlete-content-checklist-for-brands/https://valaritasports.com/blog/ai-generated-athlete-content-checklist-for-brands/Wed, 21 Oct 2026 00:00:00 GMTA quick pre-launch checklist for brands and agencies using athletes in AI campaigns. https://valaritasports.com/blog/deepfakes-in-sports-risks/https://valaritasports.com/blog/deepfakes-in-sports-risks/Wed, 21 Oct 2026 00:00:00 GMTFrom fake endorsements to betting scams, deepfakes are a growing problem in sport. Here are the main risks and what can be done. https://valaritasports.com/blog/ai-voice-cloning-athletes-consent/https://valaritasports.com/blog/ai-voice-cloning-athletes-consent/Wed, 21 Oct 2026 00:00:00 GMTVoice models let athletes send personalised messages at scale. Here is how to do it with consent and control. https://valaritasports.com/blog/what-is-an-athlete-digital-twin/https://valaritasports.com/blog/what-is-an-athlete-digital-twin/Wed, 21 Oct 2026 00:00:00 GMTA digital twin is an AI model of an athlete's face, body or voice. Here is how they are made, used and controlled. https://valaritasports.com/blog/how-to-claim-your-superstar-profile/https://valaritasports.com/blog/how-to-claim-your-superstar-profile/Wed, 21 Oct 2026 00:00:00 GMTAthletes, agents and clubs can claim a Superstar.io profile to control how their likeness is used in AI and get paid for approved uses.