Introduction
Digital twins are quickly becoming a game-changer in sports marketing, giving brands a powerful way to connect with fans and bring athlete endorsements to life. But with this new technology comes a crucial responsibility: making sure every digital twin is created and used with the proper rights clearance.
At One of One, we believe that protecting the athlete’s brand and ensuring authenticity is just as important as creating cutting-edge visuals. That’s why we work closely with athletes, agents, and brands to make sure every digital twin is rights-cleared and ready for the world.
Section 1: Why Rights Clearance Matters
When it comes to digital twins, rights clearance isn’t just a legal formality—it’s a vital step that protects everyone involved.
Rights clearance ensures that an athlete’s image, likeness, and personal brand are used with their full approval. This builds trust between the athlete, the brand, and the fans who follow them. A great example of this is Cristiano Ronaldo, whose likeness is carefully managed across ads, video games, and digital appearances. Even global brands like Nike and EA Sports have to secure his approval and manage usage rights to protect both his and their brand integrity.
Skipping this step can lead to serious issues. Using an athlete’s digital twin without permission can result in lawsuits, bad press, and the loss of credibility with fans. In fact, there have been disputes in the past over athlete likenesses in video games—like the well-known cases involving former college athletes in the NCAA Football video game series—highlighting the importance of getting it right.
For brands, rights clearance isn’t just about avoiding problems. It’s about showing respect for the athlete’s brand and ensuring every campaign feels authentic and true to the athlete’s image.
Section 2: How Rights Clearance Works
Rights clearance is an essential step in any marketing campaign that involves using an individual’s likeness, name, or brand identity. It’s a process that makes sure everyone—athletes, agents, and brands—agrees on how an athlete’s image can be used.
The process usually starts with a conversation between the brand and the athlete’s management team. They’ll talk about how the athlete’s image will be featured, what kinds of content will be produced, and how that content will be distributed. Once everyone understands the goals and expectations, the legal team steps in to create the formal agreements.
These agreements cover a range of issues, including image rights, likeness rights, and any restrictions on how the content can be used. They also spell out important details like payment, duration, and geographic rights.
One real-world example of the importance of rights clearance is found in sports video games. When game developers want to include real athletes in their games, they need to secure likeness rights. Without that, the games can’t legally feature the athlete’s name, face, or signature moves.
At One of One, we follow these same best practices when creating digital twins for athletes. We work closely with athletes, agents, and brands to make sure every digital twin is officially approved and that every use is clearly defined. This way, everyone knows they’re working with an authentic, rights-cleared asset that respects the athlete’s brand.
Section 3: Common Pitfalls and How to Avoid Them
Rights clearance might sound straightforward, but it’s easy to overlook important details that can cause big problems down the line. One of the most common mistakes is assuming that an athlete’s team has already cleared all the necessary rights. In reality, every project can be different, and it’s important to review what’s covered in each agreement.
Another challenge is underestimating the complexity of international campaigns. Different countries have different laws around image rights and likeness. For example, in some European countries, athletes have more control over how their image is used than they might in other places. Brands need to account for these differences, especially if they’re planning a global campaign.
Using generic contracts without customising them for the specific project can also backfire. A one-size-fits-all approach might miss key details, like how the athlete’s image will be distributed on digital platforms or how it might be used in new media formats like AR or VR.
A good example of what can happen when rights clearance is overlooked is the NCAA video game lawsuits in the US. For years, the NCAA and EA Sports featured college athletes in video games without compensating them or getting their approval. This led to legal battles and settlements that changed how likeness rights are handled in sports.
At One of One, we work closely with our partners to avoid these pitfalls. We take the time to understand each athlete’s brand, the legal landscape, and the unique needs of every campaign. This approach helps our clients avoid problems and build marketing campaigns that are both creative and compliant.
Section 4: Why One of One Prioritises Rights Clearance
At One of One, we understand that rights clearance is more than just a legal box to tick—it’s a critical step in building trust between athletes, brands, and fans. We believe that respecting an athlete’s image and brand is just as important as creating a digital twin that looks realistic.
That’s why we put rights clearance at the heart of every project we take on. Before we start building a digital twin, we work closely with the athlete and their team to make sure they’re comfortable with how their likeness will be used. We talk through creative ideas, platforms, and formats so that everyone’s on the same page.
We also make sure our legal agreements are thorough, covering everything from usage rights to approval processes. This approach helps us protect the athlete’s image and gives brands the confidence that they’re working with an official, rights-cleared asset.
By taking the time to get rights clearance right, we help our clients build campaigns that feel authentic, respectful, and ready to connect with fans—without the risk of misunderstandings or legal issues down the road.
Conclusion
Rights clearance is a crucial part of using digital twins in marketing, and it’s something that no brand should overlook. By taking the time to get it right, brands can build stronger relationships with athletes, create more authentic campaigns, and avoid the legal headaches that come from skipping this important step.
At One of One, we make sure every digital twin we create is fully approved and rights-cleared. We believe that respecting the athlete’s brand is key to building trust and producing great content. If you’re ready to see how digital twins can take your campaigns to the next level, we’re here to help.
Contact us today to learn more about how we can work together.