BetWarrior Sparks Criticism Over AI Diego Maradona Advert

A BetWarrior television advert featuring an AI-generated version of the late Diego Maradona has triggered widespread criticism across Argentina.

The commercial has reportedly aired several times during hydration breaks in FIFA World Cup 2026 broadcasts. According to Fernando Burlando, the lawyer representing Maradona’s eldest daughters, the campaign was authorised by “the family”.

However, the approval was not unanimous. Maradona’s children Jana, Diego Jr. and Diego Fernando have publicly opposed the advert, alongside many members of the public.

Maradona’s Message Raises Questions Beyond Legal Approval

In the advert, the AI-generated Maradona says: “If the world wants to come and cut off our legs, let’s show them that here, we play with balls.” The campaign quickly attracted criticism online.

Viewers described it as “horrible”, “a total disaster” and “sad, shameful, [and] outrageous,” with one critic arguing that “Maradona’s name continues to be tarnished”. BetWarrior operates as a licensed sportsbook in seven Argentine provinces, rivalling Bet365 and Betsson.

Though the brand consistently promotes responsible gambling and compliance, critics are pointing out the ethical concerns around the campaign. Argentine media outlet Le Voz noted that many fans believe Maradona would never have agreed to promote a gambling operator during his lifetime.

AI specialist Nicolas Bilkins also questioned the implications, writing: “This opens up a necessary debate about posthumous image rights in the age of AI. Today, technology allows anyone to say anything.

“To what extent does an heir have the right to make someone who is no longer here say something they would never have said?”

AI Gambling Advertising Faces Increasing Regulatory Attention

The controversy comes as AI-generated gambling advertising receives more scrutiny across several markets.

In the United Kingdom, unlicensed operators have increasingly used deepfake videos of well-known personalities to promote gambling websites on platforms including Instagram, YouTube and X. Public figures have been falsely featured in adverts such as Steven Bartlett by a company called Hot Spins and Cristiano Ronaldo by another called Sweet Bonanza to attract users with misleading claims.

Entain has previously warned that AI-generated promotional content has become a regular tactic among illegal operators trying to bypass consumer protections and advertising standards.

Unlike many recent AI advertising controversies, BetWarrior is a renowned operator. The advert also received approval from some members of Maradona’s family and does not promote underage gambling or make deceptive claims.

BetWarrior has been heavily criticised for using the image and likeness of Diego Maradona in an advert around the 2026 World Cup. Despite getting approvals from some members of his family, the move is stirring debates about posthumous image rights. It is also opposed by his children, Jana, Diego Jr. and Diego Fernando.