New "Image Rights" Legislation in Guernsey and what it could mean for sportspeople worldwide

The commercial appropriation or exploitation of a person’s identity and associated images are commercially valuable, particularly for individuals such as actors, musicians and athletes who commercialise their images in association with the promotion of products or services. These days it is not only about talent, it’s just as much, or even more, about the brand. Often a career in sport is at its height at a young age, but if the brand can be built and protected, it is possible to capitalise on that talent for years after retirement and even after death.