LeBron James and Luka Dončić demand PlayVision stop using their images in Bron AI
Cease-and-desist letters followed a Bron AI video posted 4 Nov and removed the next day
Key Takeaways
- LeBron James and Luka Dončić sent cease-and-desist letters to PlayVision Inc. over the unauthorized use of their images in Bron AI.
- The AI video was posted on 4 November on X and PlayVision removed it after Front Office Sports reported it on 5 November.
- LeBron’s letter, signed by Lawrence Shire of Grubman Shire Meiselas & Sacks PC, demands permanent removal and written notification to users that James is not connected to Bron AI.
- The ad also included Donovan Mitchell, Giannis Antetokounmpo, Christian McCaffrey and Jayden Daniels alongside James and Dončić.
LeBron James and Luka Dončić sent cease-and-desist letters to PlayVision Inc. demanding that its betting app Bron AI stop using their images without authorization. The claims follow an AI video posted on X on 4 November that showed a character resembling James using the app and suggesting he was betting on NBA games; PlayVision removed the video after Front Office Sports reported on it on 5 November.
Formal claims and demands
The letter sent on behalf of LeBron James was signed by attorney Lawrence Shire of Grubman Shire Meiselas & Sacks PC. The document demands that PlayVision Inc. permanently stop using James’s name, nickname, image, likeness, and persona, and also requests that the company notify app users in writing that James has no affiliation with Bron AI. A spokesperson for James said:
“LeBron is in no way affiliated with this unauthorized use of his likeness.” — spokesperson for LeBron James
Dončić also sent a cease-and-desist letter after his image appeared in the same ad.
Ad content and market context
The video posted on 4 November showed an AI-generated character wearing a No. 23 “Bron” jersey and a voice similar to James saying, “Dillon Brooks? On Kalshi? Hell nah.” It also included images of Luka Dončić, Donovan Mitchell, Giannis Antetokounmpo, Christian McCaffrey and Jayden Daniels. The piece suggested NBA player betting activity, raising questions about league rules and gambling promotion; this regulatory reference connects to discussions on betting advertising in the NBA and compliance requirements in the United States and the EU. For context on sports-sector impacts see [sports](/sports) and for regulatory considerations see [regulation](/regulation).
PlayVision Inc. was founded in 2025 and is backed by Y Combinator. The dispute highlights the debate over using athletes’ likenesses in AI-generated promotions and the obligations to notify and remove images when they are used without permission.
Frequently Asked Questions
What did LeBron James and his lawyer demand from PlayVision Inc.?
They demanded that PlayVision Inc. permanently stop using LeBron James’s name, nickname, image, likeness and persona. The letter, signed by Lawrence Shire of Grubman Shire Meiselas & Sacks PC, also requested that the company notify app users in writing that James has no connection to Bron AI.
When was the Bron AI video posted and when was it removed?
The video was posted on 4 November on X and PlayVision removed it after Front Office Sports reported on it on 5 November. The content showed an AI character wearing a No. 23 “Bron” jersey and a voice resembling LeBron James.
Who else appeared in the ad besides LeBron and Dončić?
The ad also included images of Donovan Mitchell, Giannis Antetokounmpo, Christian McCaffrey and Jayden Daniels. Luka Dončić confirmed he sent a cease-and-desist letter after his image appeared.
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About the author
Emilio Navarro
Industry Technology Correspondent
Emilio Navarro covers the cross-cutting technology and business of iGaming — platforms, data and AI, compliance tooling, affiliate marketing, financial results, and the stories that fit no single rubric. The reports open with the announcement, cite vendors and figures exactly as published, and keep a healthy distance from press-release language. When a supplier unveils a new engine or the advertising rulebook changes, Emilio Navarro reports what genuinely changes.
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