Two NBA superstars have hit an artificial intelligence sports betting app with cease-and-desist letters after an ad used their likenesses without permission.
LeBron James and Luka Doncic sent the letters to PlayVision Inc., the company behind the Bron AI app, reports Front Office Sports.
James, through attorney Lawrence Shire of Grubman Shire Meiselas & Sacks PC, demands the company permanently stop using his name, nickname, likeness, image and persona in any media.
The letter also demands removal of the ad and written notice to all app users that he has no involvement.
Says a spokesperson for James,
“LeBron is in no way affiliated with this unauthorized use of his likeness.”
A representative for Doncic tells Front Office Sports he has also sent a cease-and-desist after his photo appeared in the same ad.
The promotional video, posted November 4th on X, showed a character resembling James in a No. 23 “Bron” jersey using the app.
The character, with a voice sounding like James, says “Dillon Brooks? On Kalshi? Hell nah.”
James has an exclusive endorsement deal with Polymarket.
The letter calls the betting implication a potential violation of NBA rules.
The ad was removed from X after Front Office Sports reported the dispute on November 5th.
The advertisement also features NBA stars Donovan Mitchell and Giannis Antetokounmpo, along with NFL players Christian McCaffrey and Jayden Daniels.
Bron AI is owned by PlayVision Inc., a Y Combinator-backed company founded in 2025.
