Advertisement for bets featuring Maradona "recreated" by AI sparks controversy in Argentina.

An advertising campaign by the sports betting platform "BetWarrior," which uses the image and voice of Diego Armando Maradona recreated by artificial intelligence (AI), generated strong repercussions in Argentina during the 2026 World Cup. The advertisement aired repeatedly during breaks in matches broadcast on Argentine television.

The initiative provoked negative reactions on social media, with thousands of users questioning both the message attributed to the idol and the association of his image with gambling, according to ANSA reporting in Buenos Aires. Many internet users considered the commercial use of the former player's image, who died in November 2020, inappropriate.

The video shows Maradona looking as he did during the 1986 World Cup victory in Mexico, when he was captain of the Argentine national team. In the video, the star is seen delivering a promotional message related to sports betting.

In the advertisement, which is being shown during the hydration break, Maradona appears wearing the classic 1986 World Cup jersey. Looking at the camera, the video shows the star saying: "If the world wants to come and cut our legs off, we'll show them that here we play with balls!"

Image rights and ethical debate

Beyond the controversy surrounding the content, the case reignited discussions about the ethical limits of using AI to reproduce the appearance and voice of deceased personalities. Experts and commentators once again debated consent, image rights, and the impact of these technologies on the memory of public figures.

Lawyer Fernando Burlando stated that the use of Maradona's image was authorized by the former athlete's heirs, within the parameters of current legislation. However, not all of the star's children agreed with the agreement.

The company responsible for the campaign reportedly paid around US$100 (more than R$510) for the rights to use the image, according to information released by the Argentine press.

The company is one of the sponsors of the Argentine national team. Despite the controversy, the advertisement had the approval of Maradona's family, although not all of the star's children agreed.