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Image rights dispute affects football betting odds

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Danish professional football – and the sports betting that is such a part of the modern game now – was thrown into disarray recently when many Danish players, including many who had performed so well at this year’s World Cup in Russia such as Christian Eriksen and Kasper Schmeichel, refused to sign a new contract governing image and commercial rights with the Danish Football Association (DBU).

As well as resulting in the DBU taking extraordinary steps in calling up lower league and ‘futsal’ players to bolster the national squad ahead of their game against Slovakia, bookmakers providing odds for the game had to drastically re-think their pricing. For the game against Slovakia, a friendly, Denmark had originally been favourites at 6/4; however, once news of the contract dispute became known and the impact this would have on the team to play Slovakia, Denmark ended up being priced as big underdogs, with some bookmakers quoting 47/4 (roughly 12/1) for the win.

The ongoing contract dispute between the players and the DBU throws Denmark’s Nations League campaign into doubt and for many is another example of ‘player power’ and the influence that such individuals can have on the professional game, both domestically and on the international stage.

As commercial influences continue to drive football into the ‘entertainment’ space, both players and clubs are looking for a variety of ways to monetise their offerrings and grow their revenue base. As a result, both clubs and national associations are entering into a large number of commercial partnerships with brands wanting to be associated with clubs and their high-profile players. Indeed, some English Premier League clubs have relationships and contracts over 70 commercial partners, all seeking the right to use the image of high-profile players in their advertising and marketing. This can inevitably lead to disputes as everyone involved wants to secure their share of the revenues available.

If you are thinking about taking legal action against another individual or company over a disputed contract but are worried about the costs involved, Advantage Litigation Services have the skills and expertise to help you find a way of funding commercial litigation without risking your personal finances or those of your business. Click here to contact us today or call 0800 160 1298 to see how we can help.

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