LeBron James Demands Bron AI Stop Using His Likeness In Betting Ad

LeBron James demanded that a sports betting app stop using his likeness after an ad featured a lookalike in a No. 23 jersey and a voice resembling his own.

The cease-and-desist letter targeted Bron AI, whose CEO, Anish Gupta, posted the ad on X on November 4. It showed the figure from behind as he scrolled through betting options involving athletes, Front Office Sports reported.

“LeBron is in no way affiliated with this unauthorized use of his likeness,” his spokesperson told Front Office Sports.

Lawyers at Grubman Shire Meiselas & Sacks demanded that the company stop using James’ likeness “in any manner and media.” They called the use “especially serious and egregious” and wanted every app user notified in writing that James had no involvement.

The lawyers cited his exclusive Polymarket endorsement deal and said the ad implied he bet on basketball, which NBA rules prohibit. The letter demanded an end to the promotion; the reporting did not establish that James filed a lawsuit.

Luka Dončić’s photo also appeared in the ad. His representative confirmed to Front Office Sports that he sent a cease-and-desist too. Bron AI and its owner PlayVision Inc. did not respond to the outlet’s requests for comment.

Yahoo Sports reported that the ad was removed from X.

Bron described itself as “TikTok for Sports Betting” on its Y Combinator company page. Its pitch combined recommended bets, odds comparisons and player statistics, with access to more than 150 sportsbooks and prediction markets.

It also promoted automatic bet placement. The San Francisco company was founded in 2025 by Gupta and chief technology officer Marc Zoghby and joined Y Combinator’s Fall 2025 group.

James’ media adviser Adam Mendelsohn criticized the marketing approach in comments to The Philadelphia Inquirer.

“People are all playing for the cheapest way to get clicks and aggregation. A lot of pundits do it too,” Mendelsohn said.

The dispute involved a broader concern the U.S. Copyright Office examined in its July 2024 digital replicas report: manipulated voices and images that falsely depict a person. The office recommended federal legislation after finding gaps in existing protections.

“We believe there is an urgent need for effective nationwide protection against the harms that can be caused to reputations and livelihoods,” Register of Copyrights Shira Perlmutter said when the report was released.