LeBron James Sues Over Unauthorized Use of Name and Likeness
A cease and desist letter was sent to Bron AI, a sports betting app that uses LeBron James' name and image without permission.
LeBron James has taken action against an AI-powered sports betting app that is using his name and likeness without permission. According to a spokesperson for the NBA star, a cease and desist letter was sent to Bron AI, which claims to be a tool that aggregates data and odds from traditional sportsbooks and prediction markets.
The company's promotional video features a character who bears a striking resemblance to LeBron James, wearing a basketball jersey with his nickname "Bron and number 23. The character is seen interacting with the app, stopping on a photo of Suns forward Dillon Brooks, and displaying a voice that sounds similar to James'. This has raised concerns about the unauthorized use of the basketball legend's name and image.
The promotional video, which was posted on X/Twitter, quickly gained attention, amassing over 900,000 views in less than 24 hours. The post, made by Bron AI's CEO, sparked a significant reaction online, drawing scrutiny to the company's use of LeBron James' likeness without his consent.
A cease and desist letter was promptly sent to Bron AI by LeBron James' representatives, condemning the unauthorized use of his likeness for commercial gain. The letter specifically highlights the exploitation of James' name, nickname, image, persona, and other identifying attributes without his consent. This has led to a serious breach of contract, given that James holds an exclusive endorsement deal with Polymarket.
The letter emphasizes that using LeBron's likeness in this manner is particularly egregious due to its association with betting on basketball, which directly violates NBA rules and regulations. This has raised concerns about the company's actions being not only unauthorized but also potentially illicit. The use of James' likeness was made without his knowledge or consent, sparking a significant reaction online.
The letter demands that Bron AI take immediate action to rectify the situation by permanently ceasing all use of LeBron James' likeness in any form or media. This includes removing the offending advertisement from circulation and notifying every individual who has used the app about LeBron's non-involvement with the company. The letter serves as a formal warning, emphasizing the severity of the breach.
The cease and desist letter was issued by law firm Grubman Shire Meiselas & Sacks PC on behalf of LeBron James' representatives. It is clear that the athlete's team intends to vigorously protect his rights and interests in this matter, taking swift action against any entity that engages in unauthorized use of his likeness or image.
LeBron James' team has made it clear that they will take all necessary measures to protect his rights and interests in this matter. The athlete's representatives have issued a stern warning to any entity engaging in unauthorized use of his likeness or image.
The ad in question features not only LeBron, but also several other high-profile athletes, including NBA stars Donovan Mitchell and Giannis Antetokounmpo, as well as NFL players Christian McCaffrey and Jayden Daniels. The inclusion of these notable figures adds to the concern that the commercial is attempting to capitalize on their identities.
The AI betting app's use of celebrity likenesses has raised eyebrows, with one expert suggesting that it may be a deliberate attempt to create controversy and generate publicity. It appears the commercial is a clear effort to trade on LeBron James's identity," said the analyst.
LeBron James is not an isolated case in the misuse of athletes' likenesses for promotional purposes. Another NBA star, Shai Gilgeous-Alexander, had his image used without permission by Underdog, a sports prediction market and fantasy-sports company, to promote a themed item based on the classic board game Operation.
The item was designed to poke fun at Gilgeous-Alexander's reputation for drawing fouls. However, when an attorney for the Thunder star sent a cease and desist letter to Underdog in May, the company refused to comply with the demand.
Facts based on reporting originally published by Yahoo Sports.
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