Share 
LeBron James has sent a cease-and-desist letter to Bron AI over a promotional video featuring a character resembling him. The letter demands the AI-powered sports betting app stop using his identity and tell users he has no involvement.
The video featured a James-like character wearing a jersey with “Bron” and the number 23, according to Front Office Sports. The character’s voice also resembled James’s voice.
“LeBron is in no way affiliated with this unauthorized use of his likeness,” a spokesperson told Front Office Sports.
James Demands Removal and Notice to Users
The letter alleges unauthorized use of James’s “name, nickname, likeness, image, persona, and other identifying attributes.” It demands that Bron AI permanently stop using his likeness across all media, including removing the ad.
It also demands written notification to everyone who has used the app that James has no involvement with the company.
The letter cites James’s exclusive endorsement deal with prediction market Polymarket as a reason the alleged misuse is especially serious. It also says the ad implies James is involved in betting on basketball, which would violate NBA rules and regulations.
Bron AI’s CEO posted the promotion, which received more than 900,000 views in less than 24 hours.
Bron AI says it aggregates data and odds from sportsbooks and prediction markets. It also says it can automatically place bets on other apps.
The app is owned by PlayVision Inc., a company founded in 2025 and backed by Y Combinator. Bron AI and PlayVision did not respond to Front Office Sports’ requests for comment.
Athlete Identity Raises Publicity-Rights Concerns
Darren Heitner told Front Office Sports the commercial appeared designed to capitalize on James’s identity through his nickname, number, appearance and voice.
“That is the type of unauthorized commercial use the right of publicity is intended to address,” Heitner said.
Rebecca Tushnet said the ad infringed athletes’ publicity rights. She also identified a possible false-endorsement claim for James, citing the resemblance and use of his name.
A representative for Luka Dončić told Front Office Sports that he also sent Bron AI a cease-and-desist letter.
—
Source: As reported by Front Office Sports.
