LeBron James Sends Cease And Desist To Bron AI Betting App
LeBron James' lawyers have sent a cease and desist letter to Bron AI, an AI-powered sports betting app, over a promotional ad they say used his nickname, number and likeness without permission.
Front Office Sports first reported the letter on November 5, 2026, and a spokesperson for James told the outlet he is in no way affiliated with the app.
The ad ran on X on Wednesday and shows a character resembling James, in a No. 23 jersey with Bron on the back, flipping through the app.
ESPN reported that the letter went to PlayVision Inc., the company behind Bron AI, and demanded that it stop using James' name and likeness by 5:30 p.m. on Thursday.
What The Letter Says
The letter, sent by the law firm Grubman Shire Meiselas & Sacks, accuses the company of unauthorized use of James' name, nickname, image and persona to suggest a link between the two sides, according to ESPN.
It calls the use especially serious because James has an exclusive endorsement deal with Polymarket, and because the ad implies he bets on basketball, which the letter describes as a serious violation of NBA rules.
It also asks the company to remove the ad permanently and to tell every person who has used the app, in writing, that James has no involvement with it. James' side said it intends to take whatever steps are needed to enforce his rights.
The Polymarket link is not new. Our earlier report on how LeBron James teased a Polymarket partnership covers the start of that relationship.
Other Athletes In The Ad
James was not the only athlete pictured. Front Office Sports said the ad also included images of Dillon Brooks, Donovan Mitchell, Giannis Antetokounmpo, Christian McCaffrey and Jayden Daniels.
A representative for Luka Doncic said he has also sent a cease and desist letter to Bron AI, and Yahoo Sports noted that the ad was removed from X soon afterwards. ESPN said it had also come down from the app's Instagram account by Thursday afternoon.
Adam Mendelsohn, James' longtime media adviser, said the ad looked like an attempt to provoke a response and generate attention, and added that such stunts rarely work. The CEO's post on X had drawn more than 900,000 views in under 24 hours, according to Front Office Sports.
What Bron AI Does
Bron AI describes itself as a tool that pulls together odds and data from traditional sportsbooks and prediction markets so users can find potentially profitable bets, and it can place bets automatically on other apps.
The app is free to download. A pro version costs $249.99 a year or $29.99 a month. PlayVision was founded in 2025 and is backed by the venture firm Y Combinator.
Neither Bron AI nor PlayVision responded to requests for comment, Front Office Sports said. Legal experts quoted by the outlet argued that using a recognizable avatar, a nickname and a number can breach right-of-publicity laws even when a name is never spoken.
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