Cristian Volpato licenses AI likeness to protect and market his digital identity
Cristian Volpato, a 22-year-old Socceroo who plays for Italian club Sassuolo, has licensed an AI version of his image to a company that aims to create and market “synthetic twins” of athletes. The deal reflects efforts by players to control and earn from their digital identities as AI-generated sports content grows, often without their permission.
California-based Callandor has exclusive rights to Volpato’s digital likeness, voice, biometric profiles and performance data, and plans to seek brand deals while restricting unapproved uses. Founded in February, the company also represents Brazilian footballer Jorginho and American sailor Chris Poole; its campaigns remain at pilot stage. Ideas include AI voiceovers and fan apps, while Neymar licensed his AI likeness for short videos in June. Australian sports contracts currently make no mention of AI, as governments consider regulation.
In short
- Volpato has licensed his AI likeness to Callandor.
- The company has exclusive rights to his voice and performance data.
- AI athlete deals are developing ahead of sports regulation.
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The case for
Licensing his likeness gives Volpato a way to set terms for how his face, voice and performance data are used, and to share in any commercial value they create. As unauthorised AI content grows, a controlled partnership could help protect his identity while enabling new fan experiences and brand work.
The case against
An exclusive licence over a player’s likeness, voice and biometric data may give a private company broad influence over how that identity is used and monetised. With AI campaigns still at pilot stage and sports contracts and regulation yet to catch up, critics could reasonably question whether the scope and duration of such rights are clear, and whether players retain enough control.
Explained simply
Cristian Volpato is an Australian footballer who plays for Sassuolo, an Italian club, and represents the national team, known as the Socceroos. An AI “synthetic twin” is a computer-made version of a person that can imitate aspects of their appearance or voice.
Athletes’ images and voices can be used to make online content, sometimes without their agreement. Licensing gives a company permission to use specified parts of a person’s identity, often for commercial purposes.
These deals raise questions about who controls and benefits from AI-made content featuring athletes. Sports contracts and government rules are still catching up with the technology.
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Originally published by The Guardian as “‘Synthetic twin’: Why Socceroo Cristian Volpato is the latest footballer to license his AI clone”.