License fees and royalties are a valuable source of income for many sports personalities and clubs in Europe. Despite the immense economic value of sports image rights and an increasing number of international and cross-border transactions, there is currently only piecemeal regulation across the European Union. After the UK voted to leave the EU on 23 June 2016 (Brexit), the legal situation has become even more uncertain. This chapter discusses the recent trends and challenges of sports image rights protection in Europe, including the implications of Brexit on the protection of athletes against false endorsement. It provides an overview of image rights legislation and relevant case law of selected EU Member States, highlighting the complexities of bridging the gap between common law and civil law and the search for a common framework.