LeBron James lawyers target AI betting app over name and likeness.

LeBron James' lawyers have sent a cease and desist letter to an AI sports-betting app that used the NBA star's name and likeness without permission.

The app is called Bron AI.

It released an ad on Wednesday, November 5, 2026, according to Front Office Sports, which obtained the letter.

The ad featured an AI-generated version of a basketball player placing bets on NBA outcomes.

The player was shown from behind and wore a No. 23 jersey with 'Bron' printed on the back.

No face was shown, but the reference to LeBron James was unmistakable.

The ad also included a picture of Luka Dončić, James' former teammate now with the Los Angeles Lakers.

Dončić has also reportedly asked the company to stop using his likeness.

Other athletes whose images appeared in the ad include Giannis Antetokounmpo, Jayden Daniels, Christian McCaffrey and Donovan Mitchell.

The cease and desist letter, obtained by Front Office Sports, states that James 'neither approved any use and/or exploitation of, nor authorized or granted permission' to his name or likeness being used.

James' attorneys also pointed out that the Philadelphia 76ers star already has an 'exclusive endorsement arrangement' with Polymarket, a prediction market platform.

The letter further noted that the ad appeared to show James' character placing bets on NBA games.

This, the letter says, is 'a very serious violation of NBA rules and regulations.'

NBA rules prohibit players, coaches and team personnel from betting on league games.

James has played for the 76ers since the 2026 season, after eight years with the Los Angeles Lakers.

He won an NBA title with the Lakers in 2020, inside the Orlando bubble.

The Bron AI ad was quickly taken down from social media platform X.

It is unclear whether the company will face further legal action.

Front Office Sports first reported the story.

The use of AI to replicate a player's likeness without consent has become a growing concern in professional sports.

Several leagues, including the NBA, have policies restricting the commercial use of player images and names.

This case highlights the tension between emerging AI technology and existing intellectual property laws.

Publicity rights, also known as personality rights, protect individuals from unauthorized commercial use of their name, image or likeness.

These rights vary by state in the U.S., but are broadly recognized.

James' legal team has a history of aggressive enforcement of his brand.

The 76ers star is one of the most marketable athletes in the world, with endorsement deals worth hundreds of millions of dollars.

The cease and desist letter serves as a formal demand to stop the alleged violation and preserve evidence.

If the company does not comply, James could pursue a lawsuit for damages.

The ad's use of an AI-generated character raises questions about whether digital recreations fall under existing publicity rights.