Several Brazilian football players have secured preliminary court orders preventing betting operators from using their names and images in personalized betting markets. This marks a significant legal challenge over athlete image rights in Brazil.
The rulings benefit Atlético-GO forward Guilherme Marques, América-MG forward Gabriel Barros, Botafogo-SP defender Gustavo Vilar, and Pouso Alegre striker Ricardo Bueno. The lawsuits name operators including Verabet, Cassino BET, bet365, and Betano. Meanwhile, the injunctions are temporary and remain subject to further court proceedings.
Dispute Centers on Player-Specific Betting Markets
The cases do not challenge traditional match betting. Instead, they target player-specific betting markets. These markets allow wagers on individual performances, such as goals scored, yellow cards, or fouls committed.
The players argue that betting operators are commercially exploiting their names, images, and sporting performances without obtaining prior authorization. As a result, their identities are effectively turned into betting products.
Image Rights and Player Safety
The lawsuits are coordinated by RA LAW and led by lawyer and sports entrepreneur Marcelo Robalinho. They argue that personalized betting markets not only infringe image rights but also expose athletes to abuse from disappointed bettors.
Robalinho said some players have received threats after missed penalties or poor performances that resulted in betting losses. He compared the use of athletes’ identities in betting products to video games, where player likenesses typically require licensing agreements.
Beyond seeking compensation, the players are asking the courts to order operators to remove their names and images from betting platforms.
Betano Cites Existing Compensation Rules
Responding to the injunction involving Ricardo Bueno, Betano, operated by Kaizen Gaming, argued that Brazil’s fixed-odds betting law already establishes a compensation framework for the commercial use of sports-related assets.
The company said licensed operators are required to share part of their revenue with organizations within Brazil’s National Sports System (Sinesp). Furthermore, it maintained that referencing sporting events differs from the unauthorized commercial use of an individual’s image.
The outcome of these cases could help define the legal boundaries for using athletes’ identities in player-specific betting markets across Brazil.
