Today, sport has evolved beyond being merely a field for
displaying physical performance and has transformed into a
multi-billion-dollar global industry. Athletes are now recognized
not only for their athletic achievements but also for their
identities, styles, and public images, effectively becoming brands
in their own right. Their names, faces, and even personal stories
constitute the core of branding processes and have become
indispensable elements of advertising campaigns, sponsorship
agreements, and licensed products.
This transformation has elevated athletes' image rights to
assets of substantial economic value. Clubs, agents, and brands now
assess not only an athlete's on-field performance but also
their social influence and marketability. Consequently, image
rights have become an independent component of contractual
negotiations. As the commercial dimension of sport expands,
athletes' rights over their names, signatures, photographs, and
other personal
