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LeBron James is taking legal action against a new AI betting app named “Bron.”

The NBA star’s camp has issued a cease-and-desist letter to the app’s creators, citing unauthorized use of his likeness.

A spokesperson for James confirmed the move to Front Office Sports.

“LeBron is in no way affiliated with this unauthorized use of his likeness,” the spokesperson said.

The app, developed by CEO Anish Gupta, launched with a promotional video that drew immediate attention.

In the video, a character resembling James appears in a locker room wearing a jersey with the nickname “Bron” and the number 23.

The character scrolls through a list of NBA players and stops on Dillon Brooks, a longtime rival of James.

“Dillon Brooks? On Kalshi? Hell nah,” the character says.

The video clearly implies James is using the app to make sports predictions and bets.

According to Apple’s App Store listing, the app is described as “a sports analytics and betting research app with live odds comparisons, data-backed picks, player and team brands, a multi-leg Slip, and bet tracking.”

The app is free to download but costs $249.99 annually, or $29.99 monthly, for its pro version.

The cease-and-desist letter argues that the app’s use of James’ identity violates several legal protections.

The letter specifically cites “unauthorized use and illicit exploitation of” James’ “name, nickname, likeness, image, persona, and other identifying attributes, materials and related information.”

It also states that the app creates “the appearance of an association between the two sides.”

Perhaps most critically, the letter warns that the app implies James is “involved with betting on basketball, which is a very serious violation of NBA rules and regulations.”

The NBA prohibits players from betting on league games or associating with gambling platforms in ways that could compromise the integrity of the sport.

James does have a brand deal with the prediction market Polymarket, but that partnership is disclosed and authorized.

The “Bron” app has no such authorization.

The letter demands that the app permanently stop using James’ likeness and notify all users that the Philadelphia 76ers star is not affiliated with the product.

James’ longtime media adviser Adam Mendelsohn offered a revealing comment about the situation.

“I’m sure the intent here was for us to send a cease and desist in order to make it a story,” Mendelsohn told Front Office Sports.

“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.”

This is not the first time a celebrity has faced unauthorized use of their image by an AI-powered product.

In recent years, several high-profile figures have taken legal action against companies using AI to replicate their likeness, voice, or persona without permission.

Celebrities including Tom Hanks, Scarlett Johansson, and Taylor Swift have all pursued legal remedies against unauthorized AI-generated content.

The legal landscape around AI and likeness rights is still evolving, but courts have generally sided with individuals whose identities are commercially exploited without consent.

James and the Philadelphia 76ers are 8-1 on the season and look to be the top team in the Eastern Conference early on.

The timing of the app’s launch — during a hot start for James and his team — may have been intentional to capitalize on his visibility.

Sports betting and trading have become a massive part of the sports world in recent years.

Since the Supreme Court struck down the federal ban on sports betting in 2018, states have moved quickly to legalize and regulate wagering.

Today, more than 30 states allow some form of sports betting, and the industry generates billions of dollars annually.

AI-powered betting tools have emerged as a new frontier, offering users data-driven predictions and automated analysis.

But the combination of AI-generated celebrity endorsements and betting apps raises significant legal and ethical questions.

The “Bron” app appears to have attempted to ride this wave without securing the necessary rights.

Whether the company will comply with the cease-and-desist or fight it in court remains to be seen.

Mendelsohn’s comment suggests the company may have anticipated the legal action as a publicity stunt.

If so, the strategy has worked — the story has been picked up by multiple major outlets.

But the legal consequences could be significant.

Under federal law, the Lanham Act prohibits the unauthorized use of a person’s likeness in a way that is likely to cause confusion about endorsement or affiliation.

Many states also have right-of-publicity laws that protect individuals from commercial exploitation of their identity.

California, where the NBA is headquartered and where many players reside, has some of the strongest publicity rights protections in the country.

Damages in such cases can include the profits the infringing party earned from the unauthorized use, plus additional penalties.

James’ legal team has a strong track record in protecting his brand.

The four-time NBA champion and all-time leading scorer has built a business empire that includes media production, endorsements, and investments.

Protecting his image is a core part of that enterprise.

The “Bron” app case may set a precedent for how AI-generated celebrity likenesses are treated in the sports betting space.

As AI technology becomes more sophisticated, the line between parody, homage, and infringement continues to blur.

But in this case, the app’s creators made little effort to disguise their subject.