  It is well known that the potential energy between two heavy quarks carries
an important information about the physics of confinement. Using the Wilson
loop confinement criterion and the Nambu-Goto string action, this energy can be
derived within the bottom-up holographic approach to strong interactions. We
recapitulate the standard holographic derivation of the potential between two
static sources with emphasis on the physical interpretation of the results.
After that we consider the problem of regularization of arising ultraviolet
divergence in a general case. Here the term "ultraviolet" means small values of
the holographic coordinate which is related with the inverse energy scale in
the holographic duality. We show that in the case of widely used Soft-Wall
holographic models, in principle, many ultraviolet divergences may appear,
although in practice the appearance of more than two different divergences
looks somewhat exotic. Some possible subtraction schemes are discussed.
Different schemes lead to a different constant shift of the potential energy
and this entails a certain scheme-dependence of holographic predictions for
constant term in resulting Cornell-like confinement potentials.
