Cristian Volpato, a 22-year-old Australian footballer playing for Italian Serie A club Sassuolo, has entered into a licensing agreement with Callandor, a California-based company specializing in AI likeness management for professional athletes. Under the arrangement completed in mid-September, Callandor gained exclusive rights to Volpato’s digital image, voice, biometric data, and performance metrics. The company plans to generate revenue by securing brand partnerships and managing the use of his synthetic twin while preventing unauthorized use of his likeness.
Callandor, founded in February, operates as an AI licensing agent for athletes and currently represents a small roster including Brazilian footballer Jorginho and American sailor Chris Poole. The company’s leadership envisions applications extending beyond traditional advertising, including foreign-language voiceover work and fan engagement apps. Co-founder Michael Fisk described the concept of synthetic twins as tools that could work continuously, unlike athletes who have limited availability due to training and personal obligations. Proposed applications include AI-generated coaching apps that would provide personalized instruction to fans using a digital replica of the athlete.
Volpato’s deal represents a strategic move by athletes to control their digital identities as AI technology advances. The arrangement comes amid growing concern in the sports industry about unauthorized use of athletes’ likenesses. Earlier in the month, the AFL instructed its gambling partner Sportsbet to cease using AI-generated player images without consent following complaints from the players’ union. Legal experts characterize the emerging AI rights management industry as addressing complex questions around intellectual property, consent, and fair compensation.
The timing of these developments coincides with regulatory gaps, as major Australian sports league player contracts currently contain no provisions addressing AI usage. Industry observers note this creates urgency for athletes to establish their rights before others monetize their images without authorization. Experts suggest this emerging sector represents a race between technological capability and formal consent mechanisms, with companies like Sydney-based Hyperknown pursuing similar licensing models. Questions remain about whether brands will pay comparable rates for AI clones versus appearances by actual athletes.
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