A prominent Sky Sports presenter has publicly demanded his removal from a campaign video created by Nigel Farage's Reform UK party, expressing fury over the unauthorised use of his image.
Broadcaster's Public Outcry Over Unauthorised Use
Dan Bardell, a broadcaster for Sky Sports, took to social media platform X on Thursday, 16th January 2026, to voice his anger after discovering footage of himself featured in a promotional clip for the right-wing party. The video, shared on Reform UK's official X page, mocked the dramatic political defection of former Conservative MP Robert Jenrick to Reform.
"I don't want to be associated with Nigel Farage, can I be removed please?" Bardell wrote to his 50,700 followers. When a user suggested he "stick to football," he retorted: "I was, and then I've ended up on this video." The clip in question creatively edited together segments from various sports deadline-day broadcasts, using pundits' dramatic commentary to lampoon the "absolutely bonkers" day in politics.
Legal and Ethical Questions Raised
The video featured several well-known sports figures including Aidan Magee, Harry Redknapp, and Chris Kamara. Bardell's inclusion, however, sparked a significant online debate regarding consent and implied endorsement. Social media users quickly questioned the legality of Reform UK using copyrighted Sky Sports footage and the presenters' likenesses without prior agreement.
One user asked directly if the party had obtained consent from Sky Sports or its contributors. Others supported Bardell, with one commenting: "Well-done Dan. Unfair you were used without consent. It's an implicit endorsement which you have not consented to. A side effect of being in the public domain." Another critic labelled Reform as a place "where failed Tories go to keep on riding the gravy train."
Backdrop of a Contentious Political Defection
The controversial video was released against the backdrop of Robert Jenrick's high-profile defection from the Conservatives. Jenrick, the former Shadow Secretary of State, was sacked by Tory leader Kemi Badenoch before crossing the floor. Badenoch later accused him of plotting to inflict maximum damage on her party, claiming evidence was left behind by a member of his team.
Appearing alongside Nigel Farage, Jenrick criticised the Conservative Party for failing voters, declaring Britain "broken." His move marked him as the 24th ex-Tory MP to join Reform. When pressed by The Mirror on whether Reform would accept a minister who had previously bragged about opening asylum hotels, Farage stated he was recruiting people who were "apologetic" and "ashamed of what they've done in the past."
Farage also admitted that, prior to Badenoch's accusations, he was only 60% confident the defection would proceed. The alliance remains uneasy, given past public clashes between the two men. Farage had previously called Jenrick a "fraud" not to be trusted.
As of the latest reports, neither Reform UK nor Sky Sports have issued an official public statement regarding Dan Bardell's demands or the use of the footage. The incident highlights ongoing tensions between political campaigning, media rights, and personal endorsement in the digital age.
