LeBron reps tell 'Bron AI' sports betting app not to use 76ers star's likeness

LeBron James is aiming to get a sports betting app to stop using his likeness without authorization, a spokesperson for the Philadelphia 76ers star told Front Office Sports.

The spokesperson said James "is in no way affiliated with this unauthorized use of his likeness" for the app, which is named Bron AI.

An advertisement for Bron AI shows a person resembling James -- wearing a No. 23 jersey with the name "Bron" on it -- from behind as he uses the app, which is designed to offer sports betting picks and research by aggregating data from traditional sportsbooks and prediction markets.

Attorney Lawrence Shire issued a cease-and-desist letter on James' behalf to PlayVision Inc., a copy of which was obtained by Front Office Sports. In the letter, Shire writes that the company has "been making unauthorized use and illicit exploitation of our Client's name, nickname, likeness, image, persona, and other identifying attributes, materials and related information (collectively, the 'Client ID') to create an association between Company and our Client."

Shire writes that the ad implies that James "is involved with betting on basketball, which is a very serious violation of NBA rules and regulations." The letter asks the company to cease using all forms of James' likeness and name by 5:30 p.m. Thursday.

Adam Mendelsohn, James' longtime media adviser, acknowledged that the Bron AI app may have been intentionally trying to draw a cease and desist to "make it a story."

"You would prefer not to respond but you don't have a choice in a situation like this," Mendelsohn told Front Office Sports. "It's not the first time, and it won't be the last. For what it's worth, these gimmicks never work because people see through it."

Bron AI and PlayVision did not respond to requests for comment from Front Office Sports.

James recently signed a marketing deal with prediction market platform Polymarket. Prior to that, he had served as a brand ambassador for DraftKings starting in January 2024.