Fernando Alonso secures image rights with blockchain platform

Formula One champion partners with Wenn Digital to use KodakOne.

Fernando Alonso secures image rights with blockchain platform

Getty Images

Two-time Formula One champion Fernando Alonso has agreed a deal in principle with Wenn Digital.

The McLaren racing team driver, who also competes in the World Endurance Championship (WEC), will become one of the first athletes to use the company’s blockchain-secured KodakOne image rights management platform to protect his professional and personal images and videos.

Under the terms of the agreement, KodakOne will serve as the exclusive image registration, protection and license-monitoring solution for Alonso’s selected images and videos, including currently archived items and images and videos taken in the future.

The partnership will also enable fans to upload, register and protect their own photos and videos of the 36-year-old Spaniard.

In addition, Wenn Digital intends to build a platform that will reward fans and media content producers for various products and services around Alonso.

“We live in a world driven by content distribution across different channels, especially during such large events as Formula One and World Endurance Championships,” said Alonso. “I’m very excited to know that I have the ability to reward my fans and professional photographers for their creativity, and that the content they produce can be protected by a single platform.”

The tie-up with Alonso comes hot on the heels of KodakOne’s partnership with the Oak View Group to protect the image rights for six major National Basketball Association (NBA) and National Hockey League (NHL) arenas in the US.

“At a time when pictures can be uploaded and shared across the internet within seconds, the KodakOne Platform will serve as a valuable resource for those in the public eye,” added Benedikt Dohnanyi, chief commercial officer of Wenn Digital. “With the capabilities of the KodakOne Platform, celebrities and rights holders will have a new sense of control over their own IP with a secure mechanism where they can register, protect and monetise their image rights, and also engage with their fans at the same time.”

Alonso won the Le Mans 24 Hours race in France on 17th June at the first attempt after he and team-mates Sebastien Buemi and Kazuki Nakajima finally ended Toyota's long drought.