“If the world wants to come and cut off our legs, we are going to show them that here we play with balls,” says the artificial voice of a young man. Diego Maradonapossibly inspired by the idol of Mexico 1986in the commercial people with ballsbroadcast by an Argentine betting house during the 2026 World Cup broadcasts.
The one who speaks, in the present tense and looking straight into the camera, is Maradona, the Argentine soccer player and coach who served as attacking midfielder and striker, and whom various specialists consider one of the best players of history. However, in this case he appears promoting a betting site.
In the few minutes that the hydration break during the 2026 World Cup matches, the advertisement, generated with artificial intelligence (IA), shows Maradona promoting sports betting. However, although it uses his image and a recreated voice digitallythe video unleashed a strong controversy in Argentina.
After learning that one’s own family authorized the use of the image, the commercial revived the ethical debate about the use of emerging technologies to recreate deceased figures and the discussion gained strength in Argentina because the advertisement is broadcast during breaks in World Cup matches and reaches million of homes.
Controversy in Argentina
The controversy intensified in Argentina due to the phrases uttered by Diego Maradona recreated with AI, but also because the family of the star, who died in 2020would have transferred the rights to his image to a betting company to make the commercial. This was confirmed to EFE the lawyer who represents the daughters of ten.
“Guys, it’s time to show why you have it this way.” big. And if the world wants to come and cut off our legs, we are going to show them that here we play with balls,” says the Maradona recreated with artificial intelligence in the controversial advertisement, dressed in the t-shirt of the Argentine team and with the appearance it had in 1986.
“It was authorized by the family,” he told Clarionthe newspaper with the largest circulation in Argentina, Fernando Burlandolawyer for Dalma and Giannina Maradona. However, the media reported that, although the decision was made by consensus among the heirs of the star, three of them—Jana, Diego and Fernando—did not agree.
Consequently, social networks were filled with comments, many of them critical of the advertising and the use of the image of the soccer player, one of the most beloved and influential figures in Argentina, so that the reviews They also addressed the company responsible for the advertisement, dedicated to betting, as well as the language used.
Tell me it’s a lie that they made an ai of Maradona to promote a betting house please pic.twitter.com/MnmHW8B7ly
— Peñargrol (@CAPArgento__) June 12, 2026
Maradona’s last partner spoke
Rocío OlivaMaradona’s last partner, was one of the critical voices of advertising. “If they use Diego’s image, let it be for something nice and that the kids can imitate,” he said on the Argentine network America TVwhere he also expressed his discomfort for the decision made by the former soccer player’s family, in particular by his two daughters.
“What happens when the rights holders authorize its use, but the ultra-realistic digital clone “Does it offend a community, distort a collective memory or degrade the figure of a person who can no longer defend himself?” questioned Gustavo Corvalán, director of the Innovation Laboratory. and Artificial Intelligence of Buenos Aires.
This video made me smile @BetWarrior_Arg pic.twitter.com/pxF1yJUaEB
— Julian Fernandez💯🇦🇷☀️ (@Julian_ferdeRC) June 11, 2026