Beginning legal action over the infringement of his image rights by Paddy Power, Former Republic of Ireland and Manchester United captain Roy Keane has labelled the Paddy Power ‘Braveheart’ billboard advert (pictured) as “crude and offensive”.
The infringement case put forward by Keane has been admitted to Ireland’s Commercial High Court, who will pass judgement on the matter in November.
Keane who is represented by Irish law firm A&L Goodbody, is believed to be seeking €100,000 in compensation for breach of his image rights by Paddy Power, following the use of the billboard during an Ireland Vs Scotland UEFA EURO 2016 qualifier played on 13 June.
Keane Representatives’ have stated that Paddy Power marketing had no commercial arrangement to use his image. The marketing activities have been branded as “a serious and flagrant misrepresentation and a misuse of the substantial and valuable goodwill enjoyed by Mr Keane in his name, image, likeliness and professional reputation.”
To Paddy Power’s surprise Keane has further sought injunctions to stop the bookmaker from being able to use any of his images to promote their brand and services. Keane has ordered the bookmaker to deliver to him all marketing inventory using his image.
High Court judge Brian McGovern has granted the case to be fast tracked into Ireland’s Commercial Court.