YC Backed Bron AI Accused of Using LeBron's Name and Likeness

LeBron James sent a cease and desist letter to Bron AI, a Y Combinator-backed sports betting app, over an ad featuring a character resembling him in a jersey with his nickname "Bron" and number 23, which his camp says implies an unauthorized association and violates NBA rules given his Polymarket endorsement deal. The letter demands the company permanently stop using his likeness and notify all app users in writing that James has no involvement; a representative for Luka Dončić, whose photo also appears in the ad, says he too has sent a cease and desist. Bron AI is owned by PlayVision Inc., founded in 2025, and did not respond to requests for comment.