Image Rights in Football: A Growing Industry with Ethical Questions

The use of player images for betting promotions is a contentious issue across European football. While leagues and clubs often negotiate bulk image rights for commercial use, individual players increasingly have the leverage to refuse participation in specific campaigns. Mbappé and Cherki’s stance aligns with a broader trend among athletes to distance themselves from industries they perceive as exploitative or unethical.

Sports betting has exploded in popularity, with global revenues projected to exceed $120 billion by 2027 (according to Statista). However, the industry has faced criticism for its association with problem gambling and its impact on vulnerable populations. High-profile athletes, including Mbappé, have previously spoken out against the normalization of betting in sports, arguing that it trivializes the risks of addiction.

France, in particular, has seen a rise in sports betting-related issues. The country’s national gambling authority reported a 37% increase in problem gambling cases between 2020 and 2024, raising ethical questions about the industry’s marketing tactics. Mbappé and Cherki’s refusal to participate in betting promotions can be seen as a response to these concerns.

Mbappé and Cherki: Two Different Voices in the Dispute

While both players have taken a stand against betting company image rights, their motivations and public personas differ significantly.

Kylian Mbappé: The Captain’s Stand

Mbappé, now captain of the French national team, has long been vocal about the pressures of his career. His refusal to participate in betting promotions is part of a broader effort to control his public image and distance himself from industries he finds problematic. Mbappé’s stance is also strategic: as France’s most marketable player, he holds significant leverage in negotiations with the FFF.

His recent interviews with L’Équipe and Vogue have underscored the mental health challenges he faces, suggesting that his refusal to engage with betting promotions is also about protecting his personal well-being. “Football would have disgusted me a long time ago” if not for his passion, he admitted, hinting at the toll his career has taken.

Rayan Cherki: The Rising Star’s Controversies

Cherki, a young and rapidly rising talent, has found himself at the center of multiple controversies in recent months. His refusal to participate in betting-related photoshoots can be seen as an extension of his broader defiance of team norms, including his recent social media posts and team photo poses that have drawn criticism.

Unlike Mbappé, Cherki does not yet command the same level of commercial influence, making his stance on image rights somewhat unexpected. However, his decision to align with Mbappé on this issue may be an attempt to assert his own autonomy within the squad, particularly as he navigates the challenges of balancing his personal brand with team expectations.

The French Football Federation’s Dilemma

The FFF finds itself in a difficult position. On one hand, it relies on commercial partnerships—including those with betting companies—to generate revenue for the national team. On the other hand, it must balance these financial interests with the growing demands of its players for greater control over their image rights.

Historically, the FFF has taken a hardline stance on image rights, arguing that team photographs are collective property and cannot be withheld by individual players. However, the rise of social media and the commercial power of individual athletes has forced federations to reconsider their approach. Mbappé’s 2022 standoff was a turning point, leading to some concessions from the FFF.

This time, the federation appears unwilling to bend as easily. Sources suggest that without a clear policy change, the FFF may be forced to either exclude betting companies from team promotions or risk losing revenue. The stakes are particularly high ahead of the World Cup, where commercial exposure is at its peak.

What Happens Next? The Road Ahead for France’s Squad

With the World Cup just weeks away, the FFF is under pressure to resolve this dispute quickly. Several scenarios are possible:

1. Negotiated Compromise: The FFF may agree to exclude betting companies from team promotions, allowing Mbappé and Cherki to participate in other commercial shoots.
2. Policy Change: The federation could update its image rights policy to give players more control over how their likenesses are used, though this would require significant internal debate.
3. Stalemate: If no resolution is reached, the FFF may be forced to limit the use of squad photographs for commercial purposes, potentially impacting sponsorship deals.
4. Public Pressure: Fan and media scrutiny could push the FFF to take a stronger stance, particularly if Mbappé and Cherki continue to refuse participation.

The next critical checkpoint will be France’s official World Cup squad announcement, expected in the coming days. If the image rights dispute remains unresolved, it could cast a shadow over the team’s preparations and affect morale ahead of the tournament.

Key Questions About the Dispute

The Bigger Picture: Player Rights vs. Commercial Interests

The dispute between Mbappé, Cherki, and the French Football Federation highlights a growing tension in global football: the balance between commercial interests and player rights. As athletes become more powerful and vocal, federations and clubs are increasingly forced to adapt their policies to accommodate individual demands.

For Mbappé and Cherki, this is about more than just image rights—it’s about setting boundaries in an industry that often prioritizes profit over ethics. Their refusal to participate in betting promotions sends a message to other athletes and federations alike: the days of unchecked commercial exploitation may be coming to an end.

As France prepares for the 2026 World Cup, the resolution of this dispute will serve as a litmus test for how the sport navigates the challenges of modern athlete activism. One thing is certain: the conversation around image rights, commercial partnerships, and ethical responsibilities in football is far from over.

How to Follow This Story

For updates on this developing situation, keep an eye on:

• The French Football Federation’s official statements and policy changes.
• Official team announcements regarding the World Cup squad and promotional activities.
• Interviews with Kylian Mbappé and Rayan Cherki in the lead-up to the tournament.
• Reactions from other national teams and federations on image rights policies.

France’s World Cup campaign begins in earnest with the squad’s official announcement in the coming days. The resolution—or lack thereof—of this image rights dispute will be one of the first major tests of the team’s unity ahead of the tournament.

What do you think? Should athletes have more control over how their images are used commercially? Share your thoughts in the comments below.