AI likeness licensing for Formula 1 and motorsport drivers

How motorsport drivers, teams and management companies can license driver likeness for AI while protecting team and sponsor rights.

Drivers carry dense sponsor obligations: helmets, suits and team kit are covered in partner logos. That makes rights checks especially important for AI content.

Typical uses

• Partner activations across race-calendar markets.
• Multilingual fan content.
• Licensed likeness for sim racing and gaming.

Further reading

• Checklist for AI-generated athlete content
• What is an athlete digital twin?

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.