LeBron James is seeking to stop a sports betting app from using his likeness without authorization, according to a spokesperson for the Philadelphia 76ers star. The spokesperson said James “is in no way affiliated with this unauthorized use of his likeness” for the app, which is named Bron AI.
An advertisement for Bron AI shows a person resembling James, wearing a No. 23 jersey with the name “Bron” on it, from behind as he uses the app. The app is designed to offer sports betting picks and research by aggregating data from traditional sportsbooks and prediction markets.
Attorney Lawrence Shire issued a cease-and-desist letter on James’ behalf to PlayVision Inc., and a copy of the letter has been reviewed by reporters. In it, Shire writes that the company has “been making unauthorized use and illicit exploitation of our Client’s name, nickname, likeness, image, persona, and other identifying attributes, materials and related information (collectively, the ‘Client ID’) to create an association between Company and our Client.”
Shire also writes that the ad implies James “is involved with betting on basketball, which is a very serious violation of NBA rules and regulations.” The letter demands that the company stop using all forms of James’ likeness and name by 5:30 p.m. Thursday. By Thursday afternoon, the company had removed the social media post containing the advertisement from the Bron AI Instagram account.
Adam Mendelsohn, James’ longtime media adviser, acknowledged that Bron AI may have intentionally tried to provoke a cease-and-desist letter to “make it a story.”
“You would prefer not to respond but you don’t have a choice in a situation like this,” Mendelsohn said. “It’s not the first time, and it won’t be the last. For what it’s worth, these gimmicks never work because people see through it.”
Bron AI and PlayVision did not respond to requests for comment.
James recently signed a marketing deal with prediction market platform Polymarket. Before that, he served as a brand ambassador for DraftKings, starting in January 2024.