By Attorneys for Philadelphia 76ers star LeBron James sent a cease and desist letter to an AI sports-betting app that used a popular nickname for James and released an ad featuring his likeness, according to Front Office Sports.
Bron AI, a sports-gambling app, put out the ad Wednesday. In it, an AI version of James can be seen placing bets on NBA outcomes.
The ad, which has already been taken down on X, never showed James' face in AI, but showed a basketball player who looked a lot like James from behind. The player in the ad was wearing a No. 23 jersey that read "Bron" on the back, making it an exceptionally obvious reference to James.
Exclusive: LeBron James sent a cease and desist to the Bron AI sports betting app for this ad that evokes his name and uses his likeness without authorization.
— Front Office Sports (@FOS) November 5, 2026
In the cease and desist letter, which was obtained by Front Office Sports, James' attorneys make it clear James "neither approved any use and/or exploitation of, nor authorized or granted permission" to his name or likeness being used in the ad.
Additionally, James' attorneys pointed out that the 76ers star already has an "exclusive endorsement arrangement" with Polymarket and that the Bron AI ad appeared to show James' character placing bets on NBA games, which is "a very serious violation of NBA rules and regulations."
James is, apparently, not the only NBA star to issue a cease and desist letter to the company. James' former teammate, Los Angeles Lakers star Luka Dončić, reportedly also asked the company to stop using his likeness. Dončić's picture was used in the ad. Pictures of other athletes, such as Giannis Antetokounmpo, Jayden Daniels, Christian McCaffrey and Donovan Mitchell also appeared in the ad.
Given the egregious nature of the violation, Bron AI quickly pulled the ad from social media. It's unclear whether the company will face further backlash for the stunt.
