Athlete-generated content adds a human touch to the stars and extends the narrative beyond the playing field.
Broadcasters and production teams today are navigating through the rise of athlete-generated content (AGC) – the people usually in front of the camera are now taking control.
Athletes and teams at major events are producing short-form clips, behind-the-scenes footage, TikToks and Instagram reels in real time. Increasingly, this material is getting embedded into live broadcasts and official social media channels.
While these authentic insights are gold for audience engagement, they also require a balancing act of legal and commercial issues.
Why broadcasters want in
AGC adds a human touch to the stars and extends the narrative beyond the playing field. Appearing as highly shareable social media assets, it increases viewer engagement and drives second-screen interaction.
Integrating the pre-match team hotel tension into the highlights package creates the editorial freshness and authenticity that is highly valued by broadcasters. Additionally, leagues and clubs may turn to AGC to enhance their owned-and-operated social channels.
Real-world traction
High-profile competitions like the football World Cup and professional leagues such as the Bundesliga have seen AGC become part of the ecosystem.
Launched at the 2022 World Cup, behind-the-scenes footage became wildly viral with Hervé Renard’s motivational half-time speech that pushed Saudi Arabia to beat Argentina in the group stage.
Starting with the 2025/26 season, the Bundesliga has introduced player POV smartphone footage, content from the team bus and dressing room access. Production teams may include those moments as part of the world feed, and the league may repurpose them in entertainment-focused clips that complement traditional match coverage.
Legal balancing act
That editorial value, however, brings a stack of legal tasks. Producers must secure proprietary rights in the content, acquire image rights from featured athletes and ensure that third-party IP is cleared. When athletes are asked or permitted to record on-site, there should be clear written consent covering the specific intended uses, including live broadcast, VOD, international distribution and social media repurposing.
Risks to exclusivity and enforcement
AGC can also undermine exclusivity. A broadcaster who has invested in live broadcast exclusivity may find clips filmed on a player’s phone circulating widely before the exclusivity window ends. That can diminish the value of exclusivity and lead to disputes over whether a social clip is a permissible personal expression or a media rights infringement. Furthermore, AGC can be difficult to police for unauthorised transmissions and piracy unless correctly watermarked and tagged as part of the feed.
Mitigation and best practice
Broadcasters should negotiate bespoke provisions with rights holders that define permitted uses of AGC, and how AGC fits into their rights package and exclusivity period. Event hosts and leagues must implement legal clearances ahead of content capture, introduce editorial checks and build takedown mechanisms. Media regulations and event accreditation terms must be adapted to capture these productions and protect the value chain.
Alexander Hettel is the Founder of Sportwerk Legal, a consultancy guiding clients through sports, media and entertainment ventures. He previously spent eight years at FIFA, focusing on media rights, music and world cup projects.
