Deepfakes & AI-powered cybercrime in sport — how can athletes & clubs protect themselves?

AI-powered cybercrime represents an increasing danger. In sport, this is no longer an abstract concern — it’s a very real threat for high-profile individuals, their families and all sports organisations.

That’s why Simon Cothliff from our sports technology advisory team sat down with David Andrew — the Founder and Managing Partner of TIAKI, a sports AI and cybersecurity data consulting firm — to discuss the mounting dangers and urgent need for robust cybersecurity measures across the world of sport.

Multi-faceted, highly personal attacks

Where once financial fraud was the primary concern, cyber-attacks have now evolved to target individuals even more personally. Modern attacks are multi-faceted, designed to damage reputations, compromise digital intellectual property (IP) and coerce through targeting vulnerable family members.

Elite athletes — such as cricketers participating in global franchises like The Hundred and IPL — are particularly attractive to sophisticated cybercriminals. The criminal value chain has become industrialised, with AI lowering barriers to entry and enabling even non-technical individuals to participate in cybercrime. Just as AI has streamlined legitimate business processes, it has also fuelled the outsourcing of criminal activities — allowing gangs to focus on complex and personalised attacks.

Coercion & the sports betting ecosystem

One of the most significant risks comes from the intersection of cybercrime and sports betting. Taking the IPL as an example, while the legitimate sports betting market in India stands at around $7bn annually, the unregulated, illegal market is estimated at between $40bn and $150bn — a scale that provides significant incentives for criminal organisations.

These groups use a variety of attack vectors including AI-generated deepfakes, voice cloning, ransomware, digital doxing (digital stalking), disinformation campaigns and coercive manipulation. Their ultimate goal is to manipulate athletes, influence match outcomes and outwit betting algorithms for financial gain. The reach of these gangs is global and their digital capabilities mean that athletes and their families in the UK and beyond are within their sights.

The family as a vulnerability

Criminals often exploit the family unit as the ‘weakest link’ in an athlete’s digital defences. Scarily, simple lapses — such as poor password hygiene, lack of multi-factor authentication or insecure browsing by family members — can provide a gateway for cybercriminals. 

Once inside, attackers may initiate spear phishing attacks, steal confidential data (ranging from salary details to children’s school records) and demand ransoms. If the ransom isn’t paid, this data is often leaked onto the dark web, where it can facilitate both digital and physical crimes.

A prime example is the auctioning of home alarm PIN codes on the dark web, enabling physical burglaries when athletes are away for fixtures. This convergence of digital and physical threats underscores the urgent need for holistic security solutions.

Deepfake & AI voice cloning — the new frontiers

AI voice cloning is particularly concerning. Criminals can quickly replicate an athlete’s voice from public interviews and use it to deceive family members in distressing scenarios — such as faking emergencies to extract sensitive information or money. Meanwhile, deepfake technology allows bad actors to create convincing fake images and videos for fraudulent endorsements or disinformation campaigns. 

The democratisation of these tools means that almost anyone can become a cybercriminal — accelerating both the volume and complexity of attacks. AI also enables criminals to localise attacks, negotiating ransomware or launching scams in native languages and with cultural nuances — further increasing their credibility and effectiveness.

Protecting athletes & the sporting ecosystem

Given the scale and sophistication of these threats, traditional approaches to cybersecurity are no longer sufficient. Solutions like TIAKI’s ‘Digital Bodyguard’ offer comprehensive managed services, from initial due diligence and monitoring to rapid detection and enforcement. By regularly scanning the web and dark web for deepfake content and triggering legal action to remove it, these services help to safeguard athlete reputations, digital IP and future earning potential.

For talent agencies and clubs, investing in a solution like this isn’t only about player welfare but also protecting the commercial value of their assets. Swift enforcement — such as obtaining High Court injunctions to remove illegal deepfake endorsements — is crucial to prevent irreparable damage.

It’s important to note that cyber threats aren’t limited to the top 5% of elite athletes. Young, up-and-coming stars — such as college athletes in the US who can earn significant endorsement deals — are increasingly targeted. 

Cybersecurity — a board-level priority

Perhaps the most critical message is that cybersecurity and data protection can no longer be relegated to IT departments or middle management. They’re now business imperatives that must be owned by the C-suite and boards of directors.

Banks are responding by conducting cybersecurity due diligence before extending credit, making cyber resilience a prerequisite for financial stability and future growth.

A way forward

The threats posed by AI-driven cybercrime are real and growing but so too are the tools and strategies to combat them. Investment in robust, proactive cybersecurity is an investment in the future revenue streams, brand equity and financial security of clubs, agencies and athletes alike. 

The responsibility falls squarely on leadership to prioritise and act — protecting not just the athlete but their families and the entire sporting ecosystem.

In the face of an AI-powered onslaught, fighting fire with fire — using AI-driven solutions to counter AI-enabled attacks — may well be the key to securing the future of sport.

Talk to us

If you’re looking for expert guidance around cybersecurity, AI or any type of technology implementation, our sports technology advisory team is on-hand to support.

Part of our multi-award-winning sport sector team — which is recognised nationally and internationally as one of the largest and most experienced multidisciplinary legal teams in the industry — we enable elite sport and technology organisations to deliver bold change quickly and safely.

Our clients include including vendors, service providers, elite clubs, leagues, federations, investors and media rights holders — so wherever you fit within the world of sport, we have the experience to keep you protected and capitalise on the opportunities that technology presents.

Talk to us today by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form below.