Luka Doncic and LeBron James unite for major legal fight as an unexpected partnership emerges off the court

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. Spokespeople for both stars said their legal teams sent the orders. Both want their likenesses removed.The video, posted on X, showed a player in a No. 23 jersey with “Bron” on the back placing wagers on NBA players. Doncic’s name and image appeared on the phone screen. By Thursday afternoon, the post had been taken down.What did LeBron James and Luka Doncic demand from Bron AI?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.The video leaned on James in several ways. Besides the jersey, it used an AI-generated voice that sounded like the 76ers star. Giannis Antetokounmpo, Donovan Mitchell and Dillon Brooks also appeared in the ad.The posts pulled in more than 900,000 views in under 24 hours. X removed them after Front Office Sports first reported the cease-and-desist. 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. 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.What have James and Doncic’s teams said about the ad?Adam Mendelsohn, James’ spokesperson, called the ad another sign of weak originality in sports marketing. He said the goal was probably to draw a cease-and-desist and turn the video into a story. A response is not optional in a case like this, he added, and it will not be the last of its kind. Mendelsohn said “these gimmicks never work because people see through it.”Lara Beth Seager, Doncic’s business manager, spoke more about the wider trend. 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.Get the latest Sports News and Live updates. Download the TOI app.