LeBron James lawyers demand AI betting app stop using his face

Attorneys for Philadelphia 76ers star LeBron James sent a cease and desist letter to an AI sports-betting app that used a popular nickname for James and released an ad featuring his likeness, according to Front Office Sports.

Bron AI, a sports-gambling app, put out the ad Wednesday.

In it, an AI version of James can be seen placing bets on NBA outcomes.

The ad, which has already been taken down on X, never showed James’ face in AI.

But it showed a basketball player who looked a lot like James from behind.

The player in the ad was wearing a No. 23 jersey that read “Bron” on the back, making it an exceptionally obvious reference to James.

In the cease and desist letter, which was obtained by Front Office Sports, James’ attorneys make it clear James “neither approved any use and/or exploitation of, nor authorized or granted permission” to his name or likeness being used in the ad.

Additionally, James’ attorneys pointed out that the 76ers star already has an “exclusive endorsement arrangement” with Polymarket.

They also noted that the Bron AI ad appeared to show James’ character placing bets on NBA games, which is “a very serious violation of NBA rules and regulations.”

James is, apparently, not the only NBA star to issue a cease and desist letter to the company.

James’ former teammate, Los Angeles Lakers star Luka Dončić, reportedly also asked the company to stop using his likeness.

Dončić’s picture was used in the ad.

Pictures of other athletes, such as Giannis Antetokounmpo, Jayden Daniels, Christian McCaffrey and Donovan Mitchell also appeared in the ad.

Given the egregious nature of the violation, Bron AI quickly pulled the ad from social media.

It’s unclear whether the company will face further backlash for the stunt.

The NBA has strict rules prohibiting players from betting on games.

Under the league’s collective bargaining agreement, any player found to have placed bets on NBA games faces a minimum fine of $1 million, a suspension, and possible termination of their contract.

The use of AI to replicate a player’s likeness without permission raises legal questions under state right-of-publicity laws.

Many states, including California where James played for the Lakers, have laws that protect individuals from unauthorized commercial use of their name, image, or likeness.

These laws typically allow individuals to sue for damages, including any profits the unauthorized user made.

Federal law also provides some protection through the Lanham Act, which prohibits false endorsement or misleading commercial use of a person’s identity.

James’ legal team appears to be taking a broad approach, citing both contractual violations with his existing Polymarket deal and league rules.

The Polymarket deal is notable because Polymarket is a prediction market platform, not a traditional sportsbook.

James’ endorsement of a prediction market rather than a sportsbook may reflect a strategic choice to avoid direct conflict with NBA anti-gambling rules while still participating in the growing sports-adjacent betting economy.

Bron AI, by contrast, is a sports-gambling app that appears to encourage users to place actual bets on games.

By using James’ likeness to promote such an app, the company may have crossed a legal line that James’ representatives were ready to enforce.

The ad’s removal from X suggests the company recognized the risk of continuing to distribute the content.

But removal does not eliminate potential liability.

James’ attorneys could still pursue damages for the unauthorized use, even if the ad was only live for a short time.

The involvement of Dončić and other athletes broadens the potential scope of legal action.

If multiple athletes join in a coordinated demand, the company could face a wave of cease and desist letters or even a class-action lawsuit.

For now, Bron AI has not publicly responded to the letters.

The company’s website and social media accounts remain active, but no statement about the controversy has been issued.

The incident highlights a growing tension between AI technology and celebrity rights.

As AI tools become cheaper and more accessible, the ability to create convincing deepfakes or synthetic likenesses has expanded rapidly.

Celebrities and sports figures have become frequent targets, with unauthorized AI-generated content appearing in advertisements, videos, and even political messages.

Several states have passed or updated laws to address AI-generated impersonations.

Tennessee, for example, enacted the ELVIS Act in 2024, which specifically protects musicians and performers from unauthorized AI replicas.

California, where James played for eight seasons, has some of the strongest right-of-publicity laws in the country.

But enforcement still requires individuals to take legal action, as James is doing now.

The NBA itself has not yet commented on the Bron AI ad.

However, the league has previously expressed concerns about AI-generated content involving players.

In 2024, the NBA sent a memo to teams warning against the use of AI to create fake player endorsements or promotional materials.

The league’s anti-gambling rules are among the strictest in professional sports.

Any association between a player and a gambling app, even if unauthorized, could create the appearance of a violation.

That is likely why James’ attorneys emphasized the rule violation in their letter.

By framing the issue as both a legal and a league-rules matter, they put pressure on the company from multiple angles.

The timing of the ad is also significant.

James joined the Philadelphia 76ers in the 2025 offseason, signing a two-year deal worth approximately $80 million.

His move to Philadelphia ended an eight-year tenure with the Lakers that included one NBA championship in 2020.

Now playing alongside Tyrese Maxey and Joel Embiid, James is pursuing a fifth championship in what could be the final years of his career.

The 76ers have started the season strong, with James averaging 24 points, 8 assists, and 7 rebounds per game.

Off the court, James has built a substantial business empire that includes media production, endorsements, and investments.