LeBron James’s lawyers sent a cease-and-desist to a sports betting app over an AI ad featuring a basketball player wearing 23

A new AI sports betting app leaned on a familiar nickname to promote itself, and the campaign has already drawn a legal response. Attorneys for Philadelphia 76ers star LeBron James sent a cease and desist letter to Bron AI over an ad that used his name and likeness without authorization, according to Yahoo Sports.

The ad never showed James’ face. Instead, it featured an AI-generated basketball player who resembled James from behind, wearing a No. 23 jersey with “Bron” printed across the back. The character’s voice also resembled the NBA star’s, and the spot appeared to show the character using the app to weigh bets on NBA players.

Bron AI is owned by PlayVision Inc., and the app says it pulls odds from sportsbooks and prediction markets to help users find potentially profitable bets. The ad was posted on X, where it reportedly drew hundreds of thousands of views in under a day, and it also appeared on the company’s Instagram account. However, Bron AI has since pulled the ad from X.

LeBron James’ lawyers say the ad is especially serious because of his own betting deal

The letter, obtained by Front Office Sports, came from Grubman Shire Meiselas & Sacks on James’ behalf. It states that James did not approve or authorize any use of his name or likeness and demands that Bron AI permanently stop using it “in any manner and media.” The letter also asks the company to tell every app user in writing that James has no involvement.

James’ attorneys argued that the unauthorized use was especially serious, as he already has an exclusive endorsement arrangement with Polymarket. They added that the ad appeared to show his character betting on NBA games, which they called “a very serious violation of NBA rules and regulations.” In the clip, the character stops on Suns forward Dillon Brooks and dismisses a Kalshi bet on him.

James is not the only player pushing back. Luka Dončić, whose likeness also appeared in the ad, reportedly asked the company to stop using it, and a representative for the Lakers star said he sent his own cease and desist. Images of Giannis Antetokounmpo, Donovan Mitchell, Jayden Daniels, and Christian McCaffrey also reportedly showed up in the promotion.

Adam Mendelsohn, James’ longtime media advisor, called the ad another example of declining originality in sports marketing. The advisor also said he believed the goal was to provoke a cease and desist so the app could turn it into a story, adding that “these gimmicks never work.” However, Bron AI and PlayVision did not respond to requests for comment.

The ad’s Kalshi line stands out, as the prediction market it names is facing legal pressure of its own. New York has claimed Kalshi let 18-year-olds bet when the legal age is 21, and Bron AI pitches itself partly on pulling odds from prediction markets.

This is not the first time James’ team has gone after AI content using his image. His lawyers sent a cease and desist in 2025 to the creators of a tool people used to make viral AI videos of him, and the founder behind it said the company removed realistic people from its software within 30 minutes.

James’ legal team said he intends to take any and all steps to enforce his rights, and whether Bron AI goes as far as notifying its users remains to be seen.