Sofia Marchetti
Lawyers for LeBron James have fired off a cease and desist letter to Bron AI, an AI-driven sports betting app, claiming a promotional ad used his nickname, his jersey number and his likeness without asking.
Front Office Sports broke the story on November 5, 2026. A spokesperson for James told the outlet that he has no connection of any kind to the app.
The ad appeared on X on Wednesday. It features a figure styled to look like James, wearing a No. 23 jersey with "Bron" across the back, scrolling through the app.
According to ESPN, the letter was addressed to PlayVision Inc., the company operating Bron AI, and set a deadline of 5:30 p.m. Thursday for the company to stop using James' name and likeness.
What The Letter Says
The letter came from the law firm Grubman Shire Meiselas & Sacks. Per ESPN, it accuses the company of using James' name, nickname, image and persona without authorization to imply a connection between the player and the app.
It argues the use is particularly egregious for two reasons: James holds an exclusive endorsement deal with Polymarket, and the ad suggests he bets on basketball — something the letter calls a serious breach of NBA rules.
The letter also demands that the ad be taken down for good and that the company notify every user of the app in writing that James has nothing to do with it. James' team said it will pursue whatever action is necessary to protect his rights.
The Polymarket connection is well established. Our earlier coverage of how LeBron James teased a Polymarket partnership traces the beginning of that relationship.
Other Athletes In The Ad
James wasn't the only athlete in the spot. Front Office Sports reported that the ad also featured Dillon Brooks, Donovan Mitchell, Giannis Antetokounmpo, Christian McCaffrey and Jayden Daniels.
A representative for Luka Doncic said he too has sent Bron AI a cease and desist letter. Yahoo Sports noted the ad was pulled from X shortly after, and ESPN reported it had also disappeared from the app's Instagram account by Thursday afternoon.
Adam Mendelsohn, James' longtime media adviser, described the ad as an apparent bid to bait a reaction and grab attention. He added that stunts like this seldom pay off. According to Front Office Sports, the CEO's post on X had racked up more than 900,000 views in less than a day.
What Bron AI Does
Bron AI bills itself as a tool that aggregates odds and data from traditional sportsbooks and prediction markets, helping users spot bets that might pay off. It can also place wagers automatically on other apps.
Downloading the app costs nothing. The pro tier runs $249.99 a year or $29.99 a month. PlayVision launched in 2025 with backing from the venture firm Y Combinator.
Bron AI and PlayVision did not answer requests for comment, Front Office Sports said. Legal experts who spoke to the outlet argued that a recognizable avatar, nickname and number can violate right-of-publicity laws even if a name is never uttered.
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