LeBron James Takes Aim at AI Betting App for Using His Name and Likeness

LeBron James isn’t about to endorse a betting app unless he’s getting paid to do it. And he certainly isn’t going to let anyone use his name and likeness without permission.The NBA legend sent a cease-and-desist letter this week to an artificial intelligence-powered sports betting app, Bron AI, accusing its operators of exploiting his name, nickname and likeness without authorization.In a letter dated Nov. 5 and first reported by Front Office Sports, Mr. James’ lawyers demanded that PayVision, Inc., the company behind Bron AI, immediately stop using his likeness “in any manner or media.” The lawyers also demanded that the company notify anyone who placed a bet on any of its platforms and provide written assurances that it had complied.“Any ongoing misconduct or delay in complying immediately with these demands will constitute a separate act giving rise to additional separate causes of action and related damages to our client,” the letter stated. It added that Mr. James “intends to take any and all steps to enforce his rights.”Bron AI promotes itself as a tool that analyzes data from sportsbooks and prediction markets to point users to potentially profitable wagers and automatically place bets on other apps.The dispute centers on a promotional video posted on X Wednesday. The ad featured a character resembling Mr. James, wearing a basketball jersey with his nickname, “Bron,” and his number, 23. The characters voice also sounded similar to Mr. James. In the ad, the character scrolls through the app before stopping at a photograph of Phoenix Suns forward Dillon Brook. “Dillon Brooks? On Kalshi? Hell nah.” the character says.The ad also features images of NBA players Donovan Mitchell and Giannis Antetokounmpo and NFL players Christian McCaffrey and Jayden Daniels. A photo of Lakers star Luka Dončić also appears in the ad. A representative for Mr. Dončić told FOS he has also sent a cease and desist to Bron AI.The post, reportedly made by the company’s CEO, garnered more than 900,000 views in less than 24 hours. It was removed soon after the legal demand became public. The Bron AI app is free to download, but the “pro” version costs either $249.99 for an annual subscription or $29.99 for a monthly subscription.Mr. James’ attorneys from the law firm Grubman Shire Meiselas & Sacks, emphasized their client never authorized the use of name, nickname or likeness.“As you are well aware, our client has neither approved any use and/or exploitation of, nor authorized or granted permission to company or any third party associated with company to use and/or exploit any element of the client in any manner whatsoever at any time,” the letter said.The letter points out Mr. James has an exclusive endorsement arrangement with Polymarket, a prediction market platform that is paying him a reported $15 million annually. The deal earns him substantially more than the two-year $8 million contract he signed to join the Philadelphia 76ers this season after eight years with the Los Angeles Lakers.His partnership with Polymarket hasn’t gone without prior scrutiny. The prediction-market platform allows users to trade contracts linked to the likelihood of future events. The markets can cover politics, economics, entertainment and sports. Critics say some contracts raise ethical concerns and treat sensitive events as opportunities to make money.Mr. James and other prominent figures faced backlash over their ties with Polymarket after it listed a contract on whether any of the seven men accused of sexually assaulting or exploiting a Cornell University student would face felony charges. Under widespread criticism, Polymarket removed the contract after it garnered more than $450,000 in trading volume.Philadelphia Eagles running back Saquon Barkley recently said he was forced to divest an equity stake in Polymarket because league rules ban NFL players from investing in or endorsing gambling or prediction-market companies. Meanwhile, the NBA, Major League Baseball, NHL and MLS all have deals with either Polymarket or its rival Kalshi.Not every athlete is comfortable aligning with betting platforms. NBA star Victor Wembanyama has publicly declared he has no interest in endorsing any sports gambling or prediction market sites, despite a growing portfolio of commercial ties involving shoe companies, sports drinks, luxury fashion brands and video games.“I will never do that,” Mr. Wembanyana said of promoting wagering, adding, “Honestly, I think it’s very sad to see some players promote it.”Under NBA rules, players are permitted to endorse betting and prediction-market sites, provided the endorsements do not involve bets on specific NBA games or entities. “I want to promote things that have a good impact, have a good influence in the world,” Mr. Wembanyama said recently. “Obviously we earn millions and millions, but that is not our biggest strength. Our biggest strength is inspiring and we can inspire in a good or bad way. I want to inspire in a good way.”

LeBron James Takes Aim at AI Betting App for Using His Name and Likeness

LeBron James Takes Aim at AI Betting App for Using His Name and Likeness

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