Agreement · Sports & Entertainment Law
Athlete image and name rights licence (sponsor or club)
Licence of an athlete's name, image, likeness, voice and signature to a sponsor or club for defined uses, with approvals, AI-generated and altered image controls, integrity and anti-doping safeguards, morals clauses and termination.
- Kind
- Agreement. A contract between two or more parties.
- Where it applies
- Australia
- AI use
- Yellow AI can help in set ways. A lawyer checks specific points before use.
- Law stated as at
- 17 October 2026
- Status
- Maintained. Checked against the cited sources on 17 October 2026.
- Version
- 1
- Source
- Written for this library
When to use it
Use when an athlete (or the athlete's image rights entity) licenses personal indicia to a sponsor, brand or club outside the standard player contract. Check the sport's collective agreement, the club's and governing body's rules and the athlete's existing sponsors before drafting.
How AI may be used
AI can generate the schedule of permitted uses and check the draft against the term sheet, but the licence must expressly deal with AI-generated or altered images, and the collective agreement, governing body rules and existing sponsor conflicts must be checked by a lawyer.
AI may
- Turn the term sheet into the Schedule of Licensed Uses and deliverables.
- Compare the draft with the athlete's existing sponsorship list and flag category conflicts.
- Summarise the governing body's commercial rules that the lawyer has supplied.
AI must not
- Must not create or edit images, video or voice of the athlete.
- Must not decide that a product category is permitted under the sport's rules or anti-doping policy.
- Must not be given the athlete's medical or anti-doping information.
The lawyer checks
- The sport's collective agreement and governing body rules permit the licence and categories.
- No conflict with existing sponsors or the club's partners.
- Supplement or betting-related categories have been checked against integrity and anti-doping rules.
- Tax and structuring advice obtained if an image rights entity is used.
Method: how the Green, Yellow and Red levels are decided. This is guidance for planning, not legal advice.
Read the full text
The full text is for signed-in accounts. It is free. When you sign in you can:
- read the whole precedent, with its drafting notes beside it;
- copy it, or download it as a Word file or Markdown;
- add it to your firm’s knowledge base, so colleagues can find it;
- let the AI tools you connect read it from that knowledge base.
The summary, the law it rests on and the AI-use guidance above stay public. Privacy.
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