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Roy Keane settles lawsuit against bookmaker

Roy Keane sought damages and aggravated damages claiming his image had been used without his prior knowledge or consent
Roy Keane sought damages and aggravated damages claiming his image had been used without his prior knowledge or consent

Roy Keane's legal action against bookmakers Paddy Power over the use of the footballer's face on a mocked up image of 'Braveheart' on a billboard has been resolved.

The action related to Paddy Power Plc use of a billboard featuring Mr Keane as Scottish hero William Wallace - in a still from Oscar-winning film 'Braveheart'.

The image was allegedly placed on the side of a 40ft truck and driven around Dublin ahead of Ireland's European Championship qualifier against Scotland in June 2015.

The billboard contained a line adapted from the film "You may take our points, but at least we have our freedom."

In his action against the bookmaker Mr Keane sought damages and aggravated damages claiming his image had been used without his prior knowledge or consent.

He also argued his Constitutional rights were breached.

The Ireland Assistant Manager's case was pending before the Commercial Court, the business division of the High Court.

The matter came before Mr Justice Brian McGovern who was informed the dispute had been resolved to the satisfaction of both parties and could be struck out.

 No details of the settlement were revealed to the court and the agreement  is understood to be confidential.

In his action, Mr Keane claimed his image was very deliberately used by Paddy Power, which he alleged is renowned for its controversial approach to marketing, for its commercial benefit as part of its advertising campaign centered on the Ireland-Scotland game.

It was claimed Mr Keane's image was central to the poster campaign, given his high profile.

He claimed the use of his image in the advert was designed to give the impression to the public Mr Keane and the defendant's business were connected.

It was claimed the use of the image constituted "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."

This, it was alleged, amounted to a breach of his constitutional rights.

He also claimed the advert was couched in crude and vulgar terms towards Scottish people.

He claimed it had made a mocking reference to the outcome of the 2014 Scottish Independence Referendum, when the electorate decided to remain within the UK.

The former Celtic player also said the tone and the content of the advert did not represent his views or amount to anything he would say even as a joke.  

The disparaging message on the billboard posters, he also claimed, endangered and harmed his connection with Scotland.