Cristian Volpato licenses AI likeness to Callandor for brand deals

Australia international Cristian Volpato has licensed his artificial-intelligence likeness to California-based company Callandor, giving the Sassuolo footballer a way to pursue commercial appearances without attending every production. The Guardian reported that the 22-year-old agreed the arrangement in mid-September, with an authorised AI-generated promotional video demonstrating how digital versions of the player could appear in different settings.

Watch the highlights: https://www.youtube.com/watch?v=-RS38jzyhDo

The agreement gives Callandor exclusive rights to Volpato's digital likeness, voice, biometric profiles and performance data, according to the report. The company plans to secure brand partnerships using that material and retain a share of the proceeds. It will also help restrict content that Volpato has not approved, making permission a central part of the arrangement.

Callandor co-founder Michael Fisk told Guardian Australia that training and playing commitments limit the time athletes can devote to advertising work. He described digital replicas as a means of creating approved commercial content throughout the year. The promotional video includes versions of Volpato in formal clothing and on a digital billboard, illustrating uses beyond footage of him playing football.

The business remains at an early stage. Founded in February, Callandor also works with Brazilian footballer Jorginho and American sailor Chris Poole, but its campaigns are still pilots. Fisk discussed potential projects including AI-generated audiobook narration in different languages and applications offering interactions with digital athletes. A proposed football-coaching application would use Volpato's replica to give users instructions; the report did not describe it as an available product.

Volpato's arrangement comes amid disputes over the unauthorised use of athletes' images. Earlier this month, the AFL instructed its gambling partner Sportsbet to stop using AI-generated player images without consent, following a complaint from the players' union, the Guardian reported. The union is considering whether stronger rules should be negotiated.

Footballers have also raised concerns about deepfakes. Cole Palmer and Lucy Bronze were among players involved in a UK campaign last month backed by the global players' union Fifpro. Commercial questions remain alongside the issue of consent: the Guardian said it was still unclear whether advertisers would pay as much for an athlete's digital replica as for an appearance by the player. Callandor's proposed expansion therefore remains distinct from proven demand.