• Home
  • News
  • Marketing
  • Bet365 ordered to pay €631k to Christian Eriksen and co for unauthorised photo use
igamingnext photo
Bet365 has been ordered to pay DKK4.7m (€631,083) in compensation to 23 Danish athletes for using their names and photos on social media without consent.

The Danish Maritime and Commercial Court found that Hillside (New Media Malta), the Malta-based operating company of bet365, had used the photos and names of several elite athletes on their Facebook and Twitter profiles between 21 February 2019 and 11 March 2021 without their consent.

The athletes affected include Denmark footballer Christian Eriksen and his international teammates Simon Kjaer and Kasper Schmeichel, as well as Olympic badminton champion Viktor Axelsen.

The verdict stipulates that Eriksen, who currently plays as a midfielder for Premier League club Manchester United, will receive the largest sum of money – a total of DKK1.45m (€194,692).

Eriksen had stated during the court case that he would typically receive a minimum of DKK2m (€268,497) for an annual sponsorship agreement, which would include using his images, similar to those posted by Bet365.

However, he clarified that such an agreement would require him to post pictures on his own social media accounts, which he has never done before and has no intention of doing so in the future.

Editorial use versus commercial context

Bet365 had argued that the athletes’ names and images had been used solely for editorial reasons.

However, the court ruled that they were part of the company’s business marketing and not editorial content.

Thus, the use of the photos and names without consent breached the athletes’ right to their own image and name.

The court stated that copyright and personality rights are two different areas of law, and regardless of whether bet365 had purchased the photos from Getty Images, permission still needed to be obtained from the athletes when the personal images were used in a commercial context.

Similar posts