Mads Pedersen sues HBO over the use of his image and reveals details of his lucrative advertising deals

The former world cycling champion is claiming compensation of around 20,000 euros from HBO Max for using his image to promote subscriptions during the Paris 2024 Olympic Games. Eleven other Danish athletes have joined a lawsuit that exceeds 267,000 euros.

Mads Pedersen and 11 other athletes sue HBO for the use of their images

Mads Pedersen (Lidl-Trek) appeared before the Maritime and Commercial Court in Copenhagen to explain why he believes HBO Nordic used his image for commercial purposes without his authorization. The Danish cyclist, who testified via videoconference on Monday, October 26, argues that the platform took advantage of his popularity to sell subscriptions and that this use could harm his own advertising agreements.

The difference between promoting a competition and using an athlete as a commercial lure is precisely the center of this legal process. According to the Danish newspaper Ekstra Bladet, Pedersen defended during his testimony that he has no objection to television networks giving visibility to cycling, but believes that HBO went too far.

"I completely understand that HBO and TV2 promote cycling, but here they are advertising a subscription," explained the cyclist.

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The Dane insisted that the images were not being used solely to inform about the Olympic Games, but to attract customers. "I am completely convinced that the goal was to sell a product", he stated before the court.

Pedersen reveals advertising contracts worth over 2.5 million euros

One of the most striking aspects of his testimony was the financial information he provided to justify the commercial value of his image. Pedersen cited his collaboration with Airtox, a Danish safety footwear brand with which he had starred in several advertising campaigns.

As he explained, Airtox paid him 228,000 euros annually for using his image in three ads, within a two-season agreement that totaled 456,000 euros.

But he also revealed figures from a new collaboration with CRIVIT, the sports brand linked to Lidl and sponsor of Lidl-Trek. The personal contract, which will start on January 1, 2027, and extend for five years, exceeds 2.5 million euros.

With these examples, the former world champion of 2019 wanted to demonstrate that his presence in advertising campaigns has significant economic value and that companies interested in using his image must negotiate the terms beforehand.

The cyclist also explained the harm that, in his opinion, comes from appearing for free in advertisements for other companies. "It's difficult to sell my name and my image to others if they are used for free", he declared, according to the report from the Danish agency Ritzau.

For Pedersen, the fact that a company can associate his image with a product without negotiating compensation directly affects a commercial activity that he considers essential within his professional career.

Five cyclists among the twelve athletes suing HBO

The procedure originates from various advertising campaigns disseminated during 2024, coinciding with the Paris Olympic Games. The plaintiffs argue that HBO Nordic used images of the athletes on its own website, social media, and ads published in various digital media.

The claim also includes outdoor advertising, such as a large billboard installed in Copenhagen featuring images of badminton player Viktor Axelsen and handball player Mathias Gidsel.

In addition to Pedersen, four other Danish cyclists are involved: Mikkel Bjerg, Niklas Larsen, Amalie Dideriksen, and Sebastian Fini Carstensen, the latter being a mountain bike specialist.

The lawsuit brings together twelve athletes from different disciplines, including handball players Mikkel Hansen and Niklas Landin, as well as representatives from badminton and golf.

The total amount claimed amounts to around two million Danish crowns, approximately 267,500 euros. The plaintiffs are requesting 50,000 crowns for each unauthorized use of their image.

In Pedersen's case, the compensation requested is 150,000 crowns, about 20,000 euros. Mikkel Bjerg, Niklas Larsen, Amalie Dideriksen, and Sebastian Fini each claim 50,000 crowns, while Axelsen and Gidsel present the largest individual claims of 450,000 crowns.

HBO denies having used the images illegally

The company rejects the accusations and maintains that it had authorization to use the images in relation to the Paris Olympic Games, for which it held broadcasting rights.

Its defense also argues that the material was used in an editorial context related to sports coverage, and not as an independent commercial exploitation of the athletes' images.

This interpretation clashes with the position of the plaintiffs, who believe that the broadcasting rights of a competition do not automatically allow the use of the images of its participants to sell subscriptions.

The trial began on October 26 and is scheduled for three days of sessions. So far, no verdict has been communicated. The resolution will have to determine whether HBO's campaigns were covered by existing permissions or if the platform must financially compensate the athletes.