In a recent development, some of India’s Olympics athletes are taking a stand against advertisers who are using their name, image, or likeness without permission for commercial purposes. This move comes after similar actions taken by cricket players in the past. Sports marketing agencies Baseline Ventures and IOS Sports have issued legal notices to brands on behalf of athletes like PR Sreejesh and Manu Bhaker for unauthorized use of their image or name in marketing campaigns.
PR Sreejesh, a member of the Indian hockey team that won the bronze medal, and Manu Bhaker, who made history by winning two bronze medals at the Paris Olympics, are among the athletes who have been affected by this issue. Baseline Ventures managing director Tuhin Mishra emphasized the importance of brands understanding the basics of marketing and intellectual property rights. He stated, „Our ask is very simple: pay and play.“ Mishra highlighted the hard work and dedication of athletes like Sreejesh and emphasized the need for brands to stop taking advantage of them.
Baseline Ventures has specifically called out Apollo Tyres for gaining exposure from Sreejesh’s performance at the Olympics without authorization or financial arrangement. Mishra pointed out that athletes deserve to be compensated for the use of their image or likeness by brands. In the past, brands could get away with free moment marketing by issuing apologies or removing the content in question. However, athletes and their agencies are now demanding proper compensation for such unauthorized use.
Celebrities and athletes are becoming more vigilant in safeguarding their rights and challenging the unauthorized commercial use of their likeness. Ranjana Adhikari, a partner at law firm IndusLaw, highlighted the importance of protecting publicity rights and preventing brands from benefiting commercially without compensating the athletes. Rahul Chaudhry, managing partner of law firm Rahul Chaudhry & Partners, emphasized the need for trademark registration to help athletes claim ownership of their names and prevent unauthorized use.
The sports endorsement market in India has been growing steadily, with non-cricket athletes accounting for 13% of the total pie. This growth underscores the importance of protecting athletes‘ rights and ensuring that they are fairly compensated for the use of their image or likeness in commercial campaigns. As athletes continue to assert their rights and demand proper compensation, brands will need to be more mindful of how they use athletes‘ names and images in their marketing efforts.
In conclusion, the actions taken by India’s Olympics athletes against unauthorized use of their image or likeness by brands highlight the importance of respecting athletes‘ rights and ensuring fair compensation for their contributions. As athletes become more vigilant in protecting their rights, brands will need to be more careful in how they engage with athletes in their marketing campaigns. This shift signals a positive change in the sports marketing landscape, where athletes are asserting their value and demanding to be treated with respect and fairness.