LeBron James and Luka Dončić send cease-and-desist letters to AI betting app Bron AI

Bron AI received a cease and desist letter from LeBron James over an advertisement that used his likeness without permission, Front Office Sports reports. The video showed a character resembling James, with a similar voice and a basketball jersey bearing the name Bron and number 23.

The letter demands that PlayVision, the company behind the sports betting app, permanently stop using James's name, image, persona and other identifying attributes. It also asks the company to tell every app user in writing that James has no involvement with the service.

The advertisement was removed from X after receiving more than 900,000 views in less than 24 hours, although it remained on Instagram at the time of the report. Luka Dončić, whose photo also appears in the ad, has sent a cease and desist letter too, a representative told Front Office Sports, ClutchPoints reported.

PlayVision, founded in 2025, is backed by Y Combinator. Adam Mendelsohn, James's longtime media adviser, suggested the ad was designed to provoke a legal response: "I'm sure the intent here was for us to send a cease and desist in order to make it a story," he told Front Office Sports. James's letter was addressed to PlayVision, The California Post reported via Yahoo Sports.