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Pedersen v HBO Max: editorial coverage or subscription ad
Mads Pedersen testified via video link on 26 October 2026 in the image-rights case against HBO Nordic at the Maritime and Commercial High Court. HBO Nordic says the athletes consented through the IOC participation terms and that the use was editorial. Pedersen says it was a subscription ad: «I completely understand that HBO and TV2 promote cycling, but here they are advertising a subscription.»
Five professional cyclists and seven athletes from other sports are suing over images used in a campaign for HBO's coverage of the 2024 Paris Olympics, which they say ran without consent or payment. Pedersen told the court he was not asked for permission to appear in a 'Sign up here' link where users could subscribe to HBO Max. He also pointed to his Airtox deal, about EUR 228,000 per year, and a five-year CRIVIT deal starting 1 January 2027 as evidence his image has commercial value. In his words: «Det er svært at sælge mit navn og billede til andre, hvis det bliver brugt gratis.» Each athlete claims DKK 50,000 per use of their image, and the combined claim is about DKK 2 million. Pedersen personally claims DKK 150,000 for three uses.
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