AFL athletes deepfake video — Oct 2026
The AFL ordered gambling partner Sportsbet to remove unauthorized AI-generated videos of athletes mimicking famous speeches and movie lines
- Reported date
- Oct 13, 2026
- Target
- AFL athletes
The exact incident date was not established. This entry is dated by its source report.
The Australian Football League (AFL) has directed its official gambling partner, Sportsbet, to cease the use of AI-generated content featuring high-profile athletes without their explicit permission. The directive follows the publication of social media videos that depicted AFL stars delivering lines from movies, television shows, and famous speeches to react to real-world sporting events.
What happened
Sportsbet utilized generative AI to manipulate the images of several prominent AFL figures for social media engagement. Specific examples included an AI-generated video of Lachie Neale mimicking a 2018 speech by rapper Snoop Dogg, and a video of Will Ashcroft appearing to scream a line from the television show Ozark. Other figures targeted by the campaign included Hawthorn coach Sam Mitchell and former North Melbourne coach Alastair Clarkson.
The AFL Players’ Association (AFLPA) intervened, arguing that the use of AI-generated player imagery without consent violated the existing collective bargaining agreement, which restricts how player likenesses can be utilized by league partners. The agreement does not explicitly address the use of AI. Following complaints from the AFL and the AFLPA, Sportsbet removed the videos from its Instagram page. While Sportsbet stated it aims to develop content that entertains fans, the incident has prompted calls from independent observers for stricter regulations regarding the use of deepfake technology and the unauthorized promotion of gambling products.