BetWarrior has come under fierce criticism after airing an advertisement featuring an AI-generated video of the late football icon Diego Maradona.
The advert has reportedly been televised multiple times on Argentine broadcasts during hydration breaks in 2026 World Cup matches, drawing widespread condemnation.
Some of Maradona’s eight children are said to have authorised the advertisement, with lawyer Fernando Burlando confirming it was approved by “the family”.
However, not all family members agreed with the decision, with Jana, Diego Jr., and Diego Fernando among those who did not give their blessing to the campaign.
In the advert, the AI-generated version of Maradona says: “If the world wants to come and cut off our legs, let’s show them that here, we play with balls.”
Critics have wasted no time condemning the video, branding it “horrible” and “a total disaster” across social media and public forums in Argentina and beyond.
One critic described the advert as “sad, shameful, [and] outrageous,” adding that “Maradona’s name continues to be tarnished” by those seeking to profit from his image.
Argentina-based media outlet La Voz noted that many Argentine fans firmly believe Maradona would never have agreed to promote a gambling operator during his lifetime.
La Voz also cited an X post from AI specialist Nicolas Bilkins, who questioned the ethical boundaries of using AI to recreate deceased individuals for commercial purposes.
Bilkins wrote: “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?”
BetWarrior is one of Argentina’s largest sports gambling companies, operating alongside bet365 and Betsson, and currently holds a presence in seven Argentine provinces.
The company has historically emphasised its commitment to legal, safe, and responsible gambling, as well as its compliance with the country’s regulatory requirements.
While the advert is technically compliant with those regulations and stops short of promoting underage gambling, its ethical standing remains heavily contested by the public.
The controversy raises broader questions about the evolving relationship between artificial intelligence, posthumous image rights, and the responsibilities of licensed gambling operators.
