Identity Is the Next Battleground in Sports and Entertainment

In this episode of the California Sports Lawyer Podcast, host Jeremy Evans examines why identity is becoming one of the most valuable commercial assets in sports and entertainment. As artificial intelligence increasingly enables a person's voice, likeness, image, movement, and persona to be recreated, replicated, and commercialized, contracts are evolving beyond traditional performances to address publicity rights, licensing, and digital identity. Jeremy discusses how these developments are influencing negotiations across Hollywood, professional sports, collegiate athletics, media, and the broader creator economy. The episode explores the intersection of artificial intelligence, publicity rights, intellectual property, and name, image, and likeness (NIL), while considering the legal and business questions surrounding consent, ownership, digital replicas, and future technologies. As sports, entertainment, media, and technology continue converging, the conversation is shifting from what someone creates to who controls their identity. Understanding how contracts evolve to protect, license, and commercialize identity may become one of the defining legal and business issues of the next generation. (Season 8, Episode 25). Copyright 2026. California Sports Lawyer. All Rights Reserved. (www.CSLlegal.com) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.