AFL Tells Sportsbet to Remove AI-Generated Player Content

The Australian Football League (AFL) recently intervened after its betting partner, Sportsbet, utilized artificial intelligence to create and distribute social media videos featuring professional athletes without their consent. The league directed the operator to remove the content and cease the production of similar AI-generated materials that lack athlete approval.

What happened

Sportsbet released a series of AI-generated clips depicting AFL personalities in fictional scenarios inspired by pop culture and sporting events. The campaign aimed to generate social media engagement through humor. Specific examples included a clip of former Brisbane Lions midfielder Lachie Neale recreating a 2018 Snoop Dogg speech, and a video of Will Ashcroft delivering lines from the television series Ozark to comment on the 2026 AFL Grand Final. The content also featured AI-generated imagery of Hawthorn coach Sam Mitchell, former North Melbourne coach Alastair Clarkson, and Supercars driver Anton De Pasquale.

The Australian Football League Players Association (AFLPA) raised concerns, noting that the videos violated the current collective bargaining agreement. While the 2023-2027 deal permits certain uses of player footage, it does not explicitly address content generated by artificial intelligence. The incident has prompted broader discussions regarding the commercial rights attached to athlete identities and the need for stronger safeguards against unauthorized AI impersonations. Sportsbet has stated it will review its approach to AI content in light of feedback from partners and the community, while the AFL continues to work on developing appropriate practices for the evolving technology.