Diego Maradona’s legacy remains deeply revered in Argentina, yet his name has become the center of a protracted and complex legal dispute that has fractured his family and embroiled investors worldwide. The dispute concerns the rights to Maradona’s image and brand, which have become a contested asset since the soccer legend’s death in 2020.

Maradona, who died without a will following brain surgery, left behind five acknowledged children. However, former associates have claimed that Maradona transferred the rights to exploit his brand and likeness to his sisters rather than his children, a claim the family has vigorously challenged. A fraud case is ongoing against these associates, who are accused of illegally profiting from Maradona’s name. Meanwhile, the children’s legal team argues that Argentine inheritance law entitles them to control these rights.

The legal battle has driven a wedge between Maradona’s children and his sisters, with communication largely conducted through attorneys. Jana Maradona, one of his daughters, described the family conflict as being motivated by money. “Basically, they’ve decided to be against their nephews and nieces because of money,” she said. She and her siblings have uncovered numerous products bearing Maradona’s image or name trademark, including food and beverage items as well as apparel.

Central to the controversy is Sattvica, a company established in 2015 by Matias Morla, Maradona’s former lawyer and agent, who many in Argentina see as a controlling figure in Maradona’s later years. Morla maintains that Maradona intended for his sisters to benefit financially after his death, asserting that the children had a troubled relationship with their father before he died. Rita Maradona, one of the sisters involved in the business side, supported Morla’s account, while some former associates have accused him of isolating Maradona from others in his life.

In January, a Buenos Aires court recognized the children as Maradona’s legal heirs and ordered Sattvica to halt new business activity while revenues were to be placed in a court-supervised account. Despite this ruling, the children’s lawyers claim that Sattvica has continued business operations and that many contracts remain undisclosed.

Maradona’s enduring appeal as a global sports icon has attracted numerous investors seeking to capitalize on his brand. Licensing deals have been reportedly signed by companies and individuals in various countries, including Italy, Britain, India, and Dubai. Prominent among these is Stefano Ceci, a pizzeria owner from Naples and longtime friend of Maradona, who has signed multiple licensing agreements and even possesses personal mementos from Maradona’s life. The family’s lawyers contend Ceci’s contracts were altered to extend his rights more than intended, although Ceci’s legal representatives defend the validity of the agreements.

Disputes over Maradona’s likeness have affected major commercial ventures. The video game developer Electronic Arts (EA), which incorporated Maradona’s image into its “EA FC” franchise in 2017, was forced to remove him following his death due to conflicting rights claims but later reinstated him after reaching a deal with the children. Similarly, the Italian football club Napoli faced legal challenges over jerseys featuring Maradona.

Other investors, such as Italian businessman Alfonso Di Prisco and British entrepreneur Sanjay Wadhwani, have spent substantial sums to secure exclusive global rights to Maradona’s image, only to become entangled in contractual disputes. Wadhwani has since expressed the view that these rights ultimately belong to Maradona’s heirs.

Despite the ongoing legal turmoil surrounding his brand, Maradona’s status in Argentina remains untarnished. Fans continue to honor him as a national icon during Argentina’s 2026 World Cup campaign, celebrating a player many consider emblematic of the country’s identity. For Argentine supporters like Juan Manuel Garcia, Maradona represents more than football greatness; he embodies a flawed yet immortal symbol of their nation.