AI likeness licensing for footballers and football clubs

How Valaritas helps footballers, clubs, agencies and leagues license player likeness for AI, with player approval and clear image-rights handling.

Football has the deepest image-rights market in sport, and the most complex: players, clubs, leagues and sponsors all hold part of the picture. AI makes coordination essential.

Who it is for

• Players and their image-rights companies.
• Clubs licensing squad content to sponsors.
• Agencies managing rosters across leagues.
• Leagues, federations and player associations running group licences.

Typical uses

• Multilingual sponsor campaigns for global fanbases.
• Personalised fan messages for members and season-ticket holders.
• Licensed likeness for games, fantasy and fan apps.

Further reading

• AI likeness licensing for football clubs
• Image rights in the UK: passing off and AI
• Group licensing and player unions in the AI era

How it works on Valaritas

• Brands, apps and clubs submit a brief.
• Rights are checked against club, league and sponsor obligations.
• The athlete, or their authorised representative, approves every use.
• Every output is labelled as AI-generated and logged.
• The athlete is paid first.

Athlete profiles go live only after the athlete or their authorised representative claims and approves them.