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Courting the odds: Danish sports stars suing bookmaker giant

Christian Wenande
March 3rd, 2023


This article is more than 1 year old.

Christian Eriksen, Mikkel Hansen and Pernille Harder are among 23 top athletes taking Bet365 to court for breaching image rights

Court ruled in newspaper’s favour (photo: Pixabay)

Nearly two dozen of Denmark’s top sports stars are suing popular bookmaker Bet365 for violating their image rights.

The 23 stars, including footballers Christian Eriksen, Simon Kjær and Pernille Harder, are demanding a total of 4.8 million kroner plus interest for illegally being used in promotional material by Bet365.

Pierre-Emile Højbjerg, Peter Schmeichel and his son Kasper are among the other footballers who are part of the suit, as are handballer Mikkel Hansen and badminton star Victor Axelsen. 

“This case has been brought forward because the plaintiffs believe that Bet365 improperly and without conscience have exploited the names and images of famous athletes in promotional material on company profiles on Facebook and Twitter in breach of general legal principles and good marketing practice,” the claim document states, according to TV2 News. 

READ ALSO: DR documentary on problem gambling accused of promoting the betting industry

Bookie denies guilt
The players are being represented by their respective unions: Spillerforeningen, Håndbold Spiller Foreningen and Danske Elitesportsudøveres Forening.

Eriksen is claiming the biggest fee of the bunch, a total of 1,450,000 kroner, followed by Kasper Schmeichel (500,000), his father Peter and Pernille Harder (both 350,000).

Aside from a single case, Bet365 contends it hasn’t done anything wrong, according to documents pertaining to the case, which will be processed by the Maritime and Commercial Court next week.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”