An app called Bron AI apparently wanted a connection to LeBron James. His representatives have responded with a cease-and-desist letter.
According to Front Office Sports, via ESPN, James’ attorney demanded that PlayVision Inc. stop using the 76ers star’s identity to promote its sports betting research app.
The advertisement featured someone resembling James, shown from behind wearing a No. 23 jersey with “Bron” on it. Subtle? Not particularly.
A spokesperson told Front Office Sports that James “is in no way affiliated with this unauthorized use of his likeness.”
Attorney Lawrence Shire’s letter also raised a concern beyond an unwanted endorsement. Shire argued that the advertisement implies James “is involved with betting on basketball, which is a very serious violation of NBA rules and regulations.”
The letter demanded that the company stop using James’ name and likeness by 5:30 p.m. Thursday. An Instagram post featuring the advertisement had been removed by Thursday afternoon, ESPN reported.
James’ longtime media adviser, Adam Mendelsohn, acknowledged the possibility that attracting a legal response was part of the plan.
“You would prefer not to respond but you don’t have a choice in a situation like this,” Mendelsohn told Front Office Sports. “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.”
James has his own commercial relationships, including a recent marketing agreement with Polymarket and a previous DraftKings partnership. His representatives are making clear that Bron AI isn’t one of them.
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