Infamous sports gambling promoter LeBron James is now reportedly fighting over the unauthorized use of his image to promote gambling.
Oh, the irony.
James has issued a cease-and-desist letter to an AI-powered sports betting company that allegedly used his likeness without permission. The California company, PlayVision Inc., operates Bron AI, an app that aggregates odds from sportsbooks and so-called prediction markets.
According to Front Office Sports, the company published a promo video on Nov. 4 featuring an AI-generated character resembling James. The character wore his No. 23 jersey with “Bron” on the back and spoke in a similar voice.
LeBron Hypocrisy
Cue the world’s smallest violin. No sympathy for James, who reportedly receives $15 million annually to promote Polymarket, a prediction market facing legal challenges from numerous states. New York State has labeled it a dangerous platform for consumers.
His attorneys cited his exclusive deal with Polymarket as a reason the unauthorized advertising was harmful.
Before Polymarket, James promoted DraftKings. He has spent years using his celebrity status to encourage people to bet, despite mounting evidence of public health harm.
He promoted DraftKings amid growing public backlash against the industry, including gambling scandals involving NBA players, notably gambling addict Jontay Porter, who was a FanDuel Sportsbook VIP.
Celebrity endorsements have played a role in a betting boom that former U.S. Surgeon General Jerome Adams described as a “new opioid crisis.” Public health advocates say the industry is poorly regulated and needs to be reformed.
Ad Goes Viral
The unauthorized James ad was effective, attracting nearly one million views on X within 24 hours, before it was later deleted.
James’ attorneys demanded the company immediately stop using his identity and notify users that he has no affiliation with the Bron AI platform, according to the letter.
The letter also raised concerns that the advertisement suggested James was betting on basketball. Under NBA rules, James is allowed to gamble on sports other than basketball.
Polling has shown that many NBA fans have concerns about the integrity of games.
James’ longtime media adviser, Adam Mendelsohn, suggested the startup deliberately provoked the controversy to generate publicity.
Bron AI’s representatives did not respond to requests for comment from Front Office Sports.
