Socceroo Cristian Volpato Licenses AI Likeness in Push to Monetize Digital Identity

Professional athletes are increasingly taking steps to control and monetize their digital identities as artificial intelligence technology advances. Australian football international Cristian Volpato has become the latest high-profile player to license his digital likeness, partnering with a California-based company to manage his AI-generated presence.

The Rise of the 'Synthetic Twin'

In mid-September, the 22-year-old Sassuolo midfielder signed an agreement with Callandor, an AI licensing firm founded earlier this year. The deal grants the company exclusive rights to Volpato’s digital likeness, voice, biometric profiles, and performance data. According to company executives, the arrangement allows them to secure approved brand partnerships while restricting unauthorized digital content.

Michael Fisk, co-founder of Callandor and a former executive at Sony Pictures and MGM, noted that the technology enables a player's digital twin to operate continuously across various platforms without interfering with their athletic training schedules. Beyond traditional advertising, the company is exploring foreign-language book voiceovers and interactive fan applications.

Volpato is part of a broader movement among professional athletes seeking to protect their image rights. In June, Brazilian star Neymar licensed his likeness to a Chinese-owned entertainment platform for short videos during the FIFA World Cup.

Combating Unauthorized Deepfakes

The push toward proactive licensing comes amid a surge in unauthorized digital content. Broadcasters, bookmakers, and brands have increasingly utilized athletes' images in AI-generated media without explicit permission. Earlier this month, the Australian Football League (AFL) instructed a gambling partner to halt the unauthorized use of player AI images following complaints from the players' union.

Legal experts note that current intellectual property protections, such as "passing off" laws, generally require public figures to prove economic loss to challenge unauthorized use. Meanwhile, global player unions and athletes—including a UK-based campaign launched by players like Cole Palmer and Lucy Bronze—have raised concerns over the proliferation of unregulated deepfakes.

Practical Implications and Reader Verification

For readers following the intersection of sports and digital technology, this trend highlights a shifting landscape in media rights and consent.

• What is confirmed: Cristian Volpato has signed an exclusive AI licensing agreement with Callandor. Other athletes, including Neymar, have engaged in similar digital licensing projects, while sports organizations are grappling with unauthorized AI advertising.
• What remains unknown: It is unclear whether brands will ultimately pay traditional rates for AI-generated athlete endorsements compared to physical appearances, and how future government regulations will impact digital rights contracts.
• How to verify: Readers can review the original reporting and official details through [The Guardian](https://www.theguardian.com/technology/2026/oct/25/synthetic-twin-why-socceroo-cristian-volpato-is-the-latest-footballer-to-license-his-ai-clone).