Socceroo Cristian Volpato licenses AI likeness to Callandor

This move comes as the sports industry grapples with the rise of unauthorized deepfakes and AI-generated content. In Australia, the AFL recently ordered its gambling partner Sportsbet to stop using AI images of players without consent. Industry experts note that current contracts often lack specific AI clauses, creating a legal gray area. While copyright law generally does not cover AI reproductions, athletes can use "passing off" laws to sue if they prove economic loss from unauthorized use.

Callandor’s co-founder, Michael Fisk, envisions future applications including AI voiceovers for books and interactive apps where fans receive real-time coaching from an athlete’s digital clone. Other Australian athletes, such as cricketer Travis Head, have already begun embracing AI in their marketing. Legal experts warn that this emerging market involves complex rights negotiations, as the technology advances faster than regulation.