Attorneys representing Philadelphia 76ers star LeBron James have issued a cease and desist letter to Bron AI, an emerging sports-gambling platform, over an unauthorized advertisement that exploited the superstar’s name and likeness. The legal move, revealed by Front Office Sports, follows the app’s release of a promotional video on Wednesday featuring an AI-generated figure placing wagers on NBA outcomes. Although the ad did not display James’ face, it depicted a player in a No. 23 jersey with “Bron” on the back, creating an unmistakable reference to the four-time champion that James’ legal team argues constitutes a clear violation of his rights.
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The cease and desist letter explicitly states that James “neither approved any use and/or exploitation of, nor authorized or granted permission” for the use of his name or image in the campaign. Beyond the likeness issue, James’ attorneys highlighted a critical conflict of interest, noting that the 76ers star holds an exclusive endorsement arrangement with Polymarket. By depicting James’ character engaging in betting on NBA games, the Bron AI ad not only infringed on his commercial partnerships but also appeared to breach strict NBA regulations regarding player involvement in sports wagering, a “very serious violation” according to the legal correspondence.
The incident marks a significant escalation in the ongoing legal battles surrounding AI-generated content in professional sports. While the specific advertisement has already been removed from X, the case underscores the growing tension between tech-driven gambling platforms and established athlete rights. With the NBA continuing to tighten its stance on player betting and likeness usage, this legal action serves as a stark warning to other AI-driven entities attempting to leverage celebrity identities without explicit contractual authorization.
Source: Yahoo Sports
