When it comes to extreme fandoms, athletes are the original players. And in today’s world, where attention is currency and content is a huge driver of connection, athletes are among the most influential voices on the planet. Their words, images, and stories move markets, inspire fans, and shape culture.
But athletes, like everyone else, are extremely time poor. They cannot be everywhere, all at once and their priorities are training, playing and competing. They cannot film endlessly, attend every campaign shoot, or personally engage with every fan who wants a moment.
That’s where AI comes in. The rise of generative AI (GenAI) is creating a new opportunity for athletes to expand their influence, earn new revenue, and deepen fan engagement, all while remaining in control of how their identity is used. But as with any emerging technology, the key lies in doing it ethically.
In this article, we explore how ethical licensing of an athlete’s digital self - images, voice, personality, archive content, and more - can become a powerful, structured, and safe path to growth.
The rise of the “digital self”
Every athlete has a huge digital identity. While not necessarily creating content themselves, there are huge amounts in the archive, whether that’s match-day footage, interviews, behind-the-scenes moments, training content, and social media posts. In the past, this digital footprint was mostly used to build a personal brand or support endorsement deals. Today, with the right approach, this content can be licensed into GenAI platforms to power new forms of engagement. That might include AI-powered brand campaigns, virtual fan experiences, or content generated from archived material without requiring additional filming. This means that the athlete’s “digital self” can become an asset that continues to work and generate value, without requiring the athlete to constantly be present.
New revenue streams without added demands
One of the most significant benefits of licensing content into generative AI platforms is the ability to unlock income from existing assets. Athletes have already created hours, even days or weeks, worth of valuable content. GenAI technology can repurpose that content to produce new, dynamic formats. Think AI-narrated game analysis, training insights, or brand messages adapted for different languages and markets.
All of this can be done without additional filming or time commitments. Once content is licensed and permissions are clearly defined, it becomes a reusable, revenue-generating tool. In practical terms, this means an athlete can be earning from digital ad campaigns or fan products while they are training, competing, or even resting during the off-season.
When managed correctly, this model creates passive income from content that already exists.
Staying connected with fans at scale
Fans today expect more access than ever before. They want real-time updates, personal interactions, and insight into the athlete’s world. But athletes are busy people, whose main role isn’t being a content machine. They have schedules to manage, bodies to protect, and careers to focus on.
Through generative AI, it’s now possible to scale fan engagement without putting more pressure on the athlete. Imagine a fan receiving a personalised video message, a breakdown of a recent performance narrated in the athlete’s voice, or a virtual Q&A hosted by a lifelike digital avatar. These experiences feel personal, but they don’t require the athlete to be in the room. For the first time, technology offers a way to meet fan expectations without compromising personal time, energy, or focus.
Protection through structure
Of course, this opportunity comes with a responsibility to protect the athlete’s identity and reputation. Misuse of digital content is already a growing concern. We've seen examples of voice cloning, unauthorised image use, and AI-generated content featuring public figures without their consent.
This is where ethical licensing becomes critical. Platforms like TrueRights offer a structured framework to manage digital identity in the GenAI age. Athletes and their agents can define clear usage rights, select approved brand categories, set rules around platforms and formats, and track every use of their content. Crucially, this approach places the athlete in full control. No likeness is used without consent. Content isn’t published without approval, and every commercial use generates revenue for the athlete and their team.
A new era for agents and reps
For agents and managers, this shift introduces a new class of commercial deals. Licensing an athlete’s content for GenAI campaigns is no longer a futuristic idea but an actionable strategy that adds value to a talent’s career today and offers new revenue streams for both talent and reps.
Agencies can now negotiate:
- AI-powered ambassador campaigns
- Fan product licensing
- Platform partnerships for content deployment
- Virtual experiences for brand activations
These opportunities bring recurring revenue with minimal disruption to the athlete’s schedule. It’s a smarter way to scale a personal brand while maintaining focus on performance.
Why athletes are uniquely positioned to lead
Athletes are cultural icons with global audiences and massive commercial value, but their schedules are among the most demanding of any public figure. They’re IP rich but time poor.
This is why athletes are perfectly positioned to benefit from ethical GenAI licensing:
- They have large, engaged fanbases who are hungry for content.
- Their time to create new content is extremely limited.
- Their image and voice carry huge influence across global markets.
- Demand for digital presence continues to grow globally.
GenAI meets all of these conditions. With the right safeguards in place, it becomes a tool that amplifies reach and unlocks income, all while protecting the integrity of the athlete’s brand.
Conclusion: Take the lead, ethically
Technology is moving quickly. GenAI is already reshaping how brands create content, how fans consume it, and how talent can participate in both. For athletes, the window to take control of this shift is open but, unfortunately, it won’t stay that way forever.
The ones who move first - ethically and strategically - will shape the future of athlete marketing. They will define the rules of engagement, set new standards for consent and control, and show the industry what responsible innovation looks like.
Ethical licensing is not about surrendering identity. It’s about protecting it, scaling it, and making it work harder, so athletes don’t have to. The digital era is here and at TrueRights, we believe that it’s time for athletes to own it.
