LeBron James sends cease and desist to sports betting app Bron over unauthorized AI likeness use
A sports betting startup called Bron, which markets itself as a TikTok-style platform for placing wagers, used an AI-generated image of LeBron James in a promotional trailer without his permission, according to a spokesperson for James who spoke to Front Office Sports. James' legal team, the firm Grubman Shire Meiselas & Sacks PC, sent a cease and desist letter demanding the company immediately stop using his likeness and notify all app users in writing that James has no affiliation with Bron. The letter describes the unauthorized use as particularly serious given James' existing exclusive endorsement deal with Polymarket, and notes that the trailer implies James bets on basketball, which would constitute a violation of NBA rules. Bron, founded in 2025 by Anish Gupta and Marc Zoghby, allows users to scroll through algorithm-curated bets and route wagers to their preferred sportsbook or prediction market.
LeBron is in no way affiliated with this unauthorized use of his likeness,
Why it matters
For service providers: Platforms and collectives building athlete partnerships should note that unauthorized AI likeness use can trigger both IP litigation and league rule violations, complicating the broader NIL landscape.
For brands: Companies using AI to simulate celebrity endorsements risk swift legal action, particularly when existing exclusive deals and league conduct rules are implicated.
For athletes: Pro athletes with established endorsement deals face reputational and contractual risk when third parties use AI-generated likenesses without consent, and this case illustrates the legal avenues available to them.
Read the full story at Sporting News
Sources
- Sporting News · David Suggs: LeBron James cease and desist, explained: 76ers star taking legal action against the 'TikTok for sports betting'
- Front Office Sports · Ben Horney: LeBron James Demands AI Betting App Stop Using His Likeness