Luka Doncic Follows LeBron’s Lead With Cease and Desist

Luka Doncic has joined LeBron James in taking legal action against an AI-powered sports betting company that used their likenesses without permission.

The company, called Bron AI, is owned by PlayVision Inc.

It posted an advertisement on social media that featured a figure meant to resemble James — wearing a No. 23 jersey with "Bron" on the back — scrolling through the app to place player prop bets.

The ad was posted Wednesday on X by Anish Gupta, the co-founder and CEO of Bron.

Gupta's post included the caption: "Meet Bron: The TikTok for Sports Betting."

The post racked up over 900,000 views in less than 24 hours.

It was removed after Front Office Sports first reported the cease-and-desist.

James, who left the Lakers for the Philadelphia 76ers in free agency this past summer, was the first to act.

A spokesperson for James confirmed to The Inquirer that a cease-and-desist letter had been filed.

Adam Mendelsohn, James's longtime media advisor, issued a statement.

"People are all playing for the cheapest way to get clicks and aggregation," Mendelsohn said.

"A lot of pundits do it too."

"I'm sure the intent here was for us to send a cease and desist in order to make it a story."

"You would prefer not to respond, but you don't have a choice in a situation like this."

"It's not the first time and it won't be the last."

"For what it's worth, these gimmicks never work because people see through it."

Mendelsohn also called the ad "another example of the decline and lack of originality in sports media."

Now, Luka Doncic has followed the same path.

A representative for the Lakers star confirmed to Front Office Sports that Doncic had also issued a cease and desist to Bron AI.

Doncic's photo appeared in the same Bron AI ad that triggered James's legal action.

The ad also featured other NBA players, including Giannis Antetokounmpo, Donovan Mitchell, and Dillon Brooks.

James's camp is particularly upset at the implication that James himself is involved in placing bets.

That would be a direct violation of NBA rules.

The NBA prohibits players from betting on league games or sharing inside information.

Using a player's image to suggest they are placing bets — even through a parody ad — treads on sensitive ground for the league.

James recently signed an exclusive deal with the prediction market Polymarket worth around $15 million, according to Front Office Sports.

The Sixers also recently announced a team partnership with another prediction market, Kalshi.

Those deals make James's legal stance against Bron AI even more pointed: he is selective about which betting-related brands he associates with.

Doncic, meanwhile, has been on a tear on the court.

He currently leads the league in scoring by a wide margin.

He is the early frontrunner for his first MVP award.

The Lakers are 7-2 to start the season.

Doncic recently dropped 40 points on the Sacramento Kings.

His focus, by all accounts, has been locked in.

But off the court, he is now part of a legal fight that could set a precedent for how AI companies use NBA players' likenesses.

The cease-and-desist letters do not automatically stop the company from using the images.

They serve as a formal demand to stop.

If the company does not comply, James and Doncic could pursue further legal action, including a lawsuit for unauthorized use of name, image, and likeness.

NIL rights have become a major legal battleground in sports.

College athletes gained the right to profit from their name, image, and likeness in 2021.

Professional athletes have long held those rights under state and federal publicity laws.

Using a player's image in a commercial context without permission can violate those laws.

The Bron AI case adds a new layer: the use of AI-generated or AI-assisted imagery.

The ad did not use an actual photo of James.

It used a figure meant to resemble him, wearing a jersey with "Bron" on the back.

That raises questions about how far likeness protection extends in the age of generative AI.

Courts have not yet fully settled those questions.

Several high-profile cases are currently working through the legal system.

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

But the league has been watching the intersection of AI and betting closely.

The NBA has partnerships with multiple sportsbooks and betting platforms.

It also has strict rules about player involvement in gambling.

The league's collective bargaining agreement prohibits players from betting on NBA games.