Luka Doncic sides with ref after Kings fan gets ejected

Luka Doncic has joined LeBron James in sending a cease-and-desist letter to the company behind an AI sports betting app called Bron AI.

A spokesperson for James confirmed to The California Post that the Philadelphia 76ers star demanded the company stop using his likeness without authorization.

A source close to Doncic told The Post that the Lakers guard also issued a cease-and-desist to PlayVision Inc., the sports technology startup that owns Bron AI.

The legal action centers on a social media ad posted Wednesday that featured a person meant to resemble James.

The actor wore a No. 23 basketball jersey with the name “Bron” on it and was shown flipping through the app.

The ad also included images of several NBA players, including Giannis Antetokounmpo, Donovan Mitchell, Dillon Brooks and Luka Doncic.

None of the players had authorized the use of their name or image, according to the cease-and-desist letters.

The social media posts amassed over 900,000 views in less than 24 hours before being removed from X/Twitter.

Front Office Sports first reported the cease-and-desist.

Adam Mendelsohn, James’s longtime media advisor, issued a statement to The Post.

“It’s another example of the decline and lack of originality in sports media,” Mendelsohn said.

“It’s all about cheap clicks and aggregation. A lot of pundits do it too.”

“I’m sure their intent all along was for us to send a cease and desist in order to play the social media game.”

“You would prefer not to respond but you don’t have a choice in a situation like this,” Mendelsohn added.

James left the Lakers for the 76ers in free agency this past summer.

He has an exclusive endorsement deal with Polymarket, a competing betting platform.

Doncic and James were teammates on the Lakers before James’s departure.

Now they are teammates in a legal battle against PlayVision Inc.

The company has not publicly responded to the cease-and-desist letters.

Bron AI describes itself as an AI-powered sports betting app.

The app uses artificial intelligence to generate betting recommendations and analysis.

Using a player’s name or image without permission in advertising can violate state and federal publicity rights laws.

Publicity rights allow individuals to control the commercial use of their name, image and likeness.

Celebrities and athletes frequently send cease-and-desist letters when their likeness is used without a license.

A cease-and-desist is a formal demand to stop an allegedly illegal activity.

It is not a lawsuit but often precedes one if the recipient does not comply.

If PlayVision Inc. ignores the letters, James and Doncic could file lawsuits seeking damages.

Federal law and most state laws prohibit using a person’s name or image in a way that suggests endorsement without consent.

The Lanham Act also allows legal action against false advertising and trademark infringement.

Doncic is in the middle of a red-hot season with the Lakers.

He leads the league in scoring and is considered an early frontrunner for the MVP award.

The Lakers are 7-2 to start the season.

Doncic recently scored 40 points against the Sacramento Kings.

His focus on the court has not appeared affected by the legal matter.

James is averaging strong numbers for the 76ers in his return to the Eastern Conference.

The two stars have not commented publicly on the cease-and-desist beyond the statements issued through representatives.

The Bron AI ad was posted on Wednesday and removed within 24 hours.

It remains unclear whether PlayVision Inc. will comply with the demands or contest them.

Legal experts say the company faces an uphill battle if it chooses to fight.

Using AI to generate content that mimics real people raises additional legal questions.

Some states have enacted laws specifically targeting AI-generated deepfakes and digital replicas.

Tennessee’s ELVIS Act, for example, expanded protections for musicians and performers against unauthorized AI use.

California and New York have similar laws protecting individuals’ digital likenesses.

Federal legislation on AI-generated content is still under debate in Congress.

The case highlights the growing tension between AI companies and public figures.

Sports betting apps have proliferated since the Supreme Court struck down the federal ban in 2018.