---
title: "Athlete image and name rights licence (sponsor or club)"
url: "https://ailawframework.com/precedents/sports-and-entertainment-law/player-image-rights-licence"
type: "precedent"
site: "AI Law Framework"
id: "a39-player-image-rights-licence"
area_id: "A39"
kind: "agreement"
ai_level: "yellow"
version: 1
law_stated_as_at: "2026-10-17"
---

# 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…

Canonical page: https://ailawframework.com/precedents/sports-and-entertainment-law/player-image-rights-licence  
Law stated as at: 2026-10-17

Site index for agents: https://ailawframework.com/llms.txt

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.

## Key facts

- Kind: Agreement. A contract between two or more parties.
- Practice area: [Sports & Entertainment Law](https://ailawframework.com/precedents/sports-and-entertainment-law.md)
- Jurisdictions: Australia
- AI level: Yellow. AI can help in set ways. A lawyer checks specific points before use.
- Law stated as at: 2026-10-17
- Status: Maintained. Checked on 2026-10-17 against the 5 authorities it cites, for Australia.

## 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.

## Authorities

- [Competition and Consumer Act 2010 (Cth) Sch 2 (Australian Consumer Law) ss 18, 29(1)(g), (h)](https://www.legislation.gov.au/C2004A00109/latest/text)
- Henderson v Radio Corporation Pty Ltd (1960) 60 SR (NSW) 576
- [Copyright Act 1968 (Cth) ss 35, 196 (ownership; assignments and licences)](https://www.legislation.gov.au/C1968A00063/latest/text)
- [Sport Integrity Australia Act 2020 (Cth)](https://www.legislation.gov.au/C2006A00006/latest/text)
- [World Anti-Doping Agency, 2027 World Anti-Doping Code (in force 1 January 2027)](https://www.wada-ama.org/en/what-we-do/world-anti-doping-code/2027-code-and-international-standards)

## Full text and drafting notes

The full text and the drafting notes are not part of this public page. Signed-in firm accounts can read them at https://ailawframework.com/precedents/sports-and-entertainment-law/player-image-rights-licence and through the signed-in MCP connector https://ailawframework.com/mcp/firm.

*Practice guidance for planning and review. Confirm current primary sources and the requirements of the actual matter. This is general information, not legal advice.*