Former Lakers teammates LeBron James and Luka Dončić are fighting a common opponent off of the court.
James is looking to get an AI sports betting app, which is named Bron AI, to stop using his likeness without authorization, a spokesperson for James confirmed to The California Post.
An attorney issued a cease-and-desist letter on the 76ers star’s behalf to PlayVision Inc., the sports technology startup that owns Bron AI.
The advertisement for Bron AI that was posted to social media on Wednesday that led to the cease-and-desist shows a person meant to resemble James – wearing a No. 23 basketball jersey with the name “Bron” on it – flipping through the app.
The social media posts amassed over 900,000 views in less than 24 hours before being removed from X/Twitter after Front Office Sports first reported the cease-and-desist.
James, who left the Lakers for the 76ers in free agency this past summer, has an exclusive endorsement deal with Polymarket.
Adam Mendelsohn, James’s longtime media advisor, told The Post that Bron AI’s ad is “another example of the decline and lack of originality in sports media.”
“It’s all about cheap clicks and aggregation,” Mendelsohn said in a statement to The Post. “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.”
Bron AI’s ad featured several athletes, including NBA players Giannis Antetokounmpo, Donovan Mitchell and Dillon Brooks.
A cease-and-desist on behalf of Dončić was also sent to PlayVision Inc., a source close to the Lakers superstar told The Post.
So, not everything is perfect for the Slovenian sharpshooter. Well, on the court it might be.
