Just curious, isn't Kratos (both the name and that bald brawny man) a property of God of War and is supposedly protected by copyright? And you use them even though you're not officially affiliated with them?
The art used in the image is fan made and it isn't from sony. We have not used any images or story by sony.
So... you use a free fanart to promote your brand instead of hiring someone to create something for you? I'm not sure if it's smart or cheap. That situation aside, I think our situation still standing; wasn't a fanart is acceptable and seen as a way for the fans to channel their enthusiasm as long as the art is not monetized? On this case, being used as a face for a brand?