Luka Doncic and LeBron James. Image via: Getty Images
Spokespeople for both stars said their legal teams sent the orders. He said the goal was probably to draw a cease-and-desist and turn the video into a story. Mendelsohn said “these gimmicks never work because people see through it.”
LeBron James and Luka Doncic have each sent a cease-and-desist letter to the company behind Bron AI, a betting app that used their names and images in a social media ad this week. Both want their likenesses removed. Adam Mendelsohn, James’ spokesperson, called the ad another sign of weak originality in sports marketing. A response is not optional in a case like this, he added, and it will not be the last of its kind.
On the court, Doncic is averaging 38.5 points and the Lakers are 7-2, while James’ 76ers hold the league’s best record at 8-1.
23 jersey with “Bron” on the back placing wagers on NBA players. She said cases like this are rising as AI tools get easier to use, calling it “something we’re dealing with more and more. In her statement to The Athletic, she said her team will act each time Doncic’s name or likeness is used without permission.
The video, posted on X, showed a player in a No. Doncic’s name and image appeared on the phone screen. By Thursday afternoon, the post had been taken down. The demand is simple. Both stars want their names and likenesses out of the app’s marketing. The letters went to PlayVision Inc., the sports technology startup that owns Bron AI. James moved first, with his legal team calling for the ad to be removed. The Lakers star’s attorneys followed hours later with their own warning. James left the Lakers for the 76ers in free agency this summer, so the two are no longer teammates. Doncic’s side still matched the move within hours. Lara Beth Seager, Doncic’s business manager, spoke more about the wider trend.
