Artificial intelligence is creating increasingly realistic fake images of footballers in bizarre scenarios, posing significant challenges for clubs and players trying to protect their brands. BBC Sport reports that tools like deepfakes can place stars like Messi, Ronaldo, and Mbappe in situations they never experienced, from cutting hair to boarding historical ships.

While often dismissed as harmless fun, this trend has prompted legal concerns as clubs like Manchester City face unauthorized images of players signing contracts with Pep Guardiola or being greeted by Yaya Toure. The issue highlights gaps in UK legislation regarding image rights, with limited recourse available unless players suffer commercial damage.