Gaming and sports : what about the personality rights and trademarks?

Olympic committees, federations, clubs, teams, players, golfers, tennismen/women and others sport’s stars have invested a lot in their image and trademarks. Merchandising and media contracts are also the most important sources of benefits for them. They are very keen to have a return on investment. What are the limits of all these rights on the activities of the bookmakers (information right, quotation right, etc…) ?