LeBron James and Luka Dončić send cease-and-desist to Bron AI app

Summarised from 2 outlets · Updated 5 Nov, 23:39 · Archive

LeBron James and Luka Dončić have issued cease-and-desist letters to sports betting app Bron AI over unauthorized use of their likenesses.

LeBron James and Luka Dončić, who both recently joined the Philadelphia 76ers and Lakers respectively, have issued cease-and-desist letters to Bron AI, a sports analytics and betting research app owned by PlayVision Inc., over the unauthorized use of their likenesses in advertising.

An advertisement posted to social media featured a person meant to resemble James wearing a No. 23 basketball jersey with 'Bron' printed on it, scrolling through the app before stopping on Dillon Brooks, described as a longtime rival of James. The character says 'Dillon Brooks? On Kalshi? Hell nah.' The social media posts accumulated over 900,000 views in less than 24 hours before being removed from X/Twitter after Front Office Sports reported the cease-and-desist.

James's spokesperson said he is in no way affiliated with the app. The cease-and-desist letter states that the use implies James is involved with betting on basketball, which violates NBA rules and regulations. The letter requests that Bron AI permanently stop using James's likeness and inform users that he is not affiliated with the app. James has an exclusive endorsement deal with prediction market Polymarket.

Adam Mendelsohn, James's longtime media adviser, told the New York Post that Bron AI's advertisement is 'another example of the decline and lack of originality in sports media' driven by 'cheap clicks and aggregation'. Mendelsohn suggested the company intended to provoke the legal response for publicity purposes. A cease-and-desist letter on behalf of Dončić was also sent to PlayVision Inc., according to a source close to the Lakers superstar.

How it is being reported

• Lakers star Luka Doncic joins LeBron James, issues strong cease and desistFormer Lakers teammates LeBron James and Luka Dončić are fighting a common opponent off of the court. James is looking to get an AI sports betting app, which is named Bron AI, to stop using his likeness without authorization, a spokesperson for James confirmed to The California Post. LeBron James #23 of the Philadelphia 76ers...New York Post · 5 Nov, 23:28
• LeBron James sends cease and desist to 'Bron AI' sports betting app over unauthorized likenessLeBron James sent a cease-and-desist letter to Bron AI over unauthorized use of his likeness in a sports betting app ad featuring Dillon Brooks.Fox News · 5 Nov, 16:50

In this story: LeBron James · Luka Dončić · Bron AI · PlayVision Inc. · Dillon Brooks · Philadelphia 76ers · NBA

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