Not his fault to be fair. Well it is in a juridical sense, but he's obviously got people handling this stuff for him, same as everyone else. I doubt he has a clue what an image right is.
The reason this happens so much in Spain is because they thought there was a legal loophole, and the government is anxious to close it. Xabi Alonso is under investigation for the same thing currently. Arsenal used to have a company abroad that handled wage payments in order to circumvent some British tax laws. Not sure what happened with that, but the point is that people pay exactly as little as they can get away with.