Commercial Exploitation And Protection Of Athletes’ Image Rights In India
- IJLLR Journal
- May 14
- 1 min read
Shivi Pandey, Amity University Madhya Pradesh
ABSTRACT
The growing commercialization of sports has turned athletes into important commercial assets, making their identity a crucial source of income. Consequently, image rights—encompassing the use of an athlete’s name, likeness, voice, and persona—have acquired significant legal and financial significance. The commercial use of these rights via endorsements, sponsorships, and digital platforms has heightened the necessity for robust legal protection.
Nevertheless, India does not have a defined legal framework that regulates image rights. Indirect protection is offered through constitutional clauses like Article 21 (right to privacy), intellectual property statutes including trademark and copyright, and common law solutions such as passing off. This disjointed method frequently results in ambiguity and insufficient enforcement
Keywords: Commercial Exploitation, Article 21, Athlete’s Rights, Legal Framework, Passing off, Intellectual Property Rights.
