The Los Angeles Lakers have gotten off to a strong start to the season, currently sitting at 7-2 thanks to a red-hot shooting stretch from Luka Doncic. Now, Doncic has become assertive off the court in a recent action featuring his lawyer.
“Luka Dončić, whose photo also appears in the Bron AI ad, has also issued a cease and desist to the company, a representative for the Lakers star tells (Front Office Sports),” reported Ben Horney of Front Office Sports on X, formerly Twitter.
The news comes after Doncic's former teammate and current Philadelphia 76ers star LeBron James filed a cease and desist to the AI sports betting company Bron AI, which had used his name and likeness, evidently without his consent.
While Doncic and James may be teammates in this legal battle against the company, they are no longer teammates on the court, as James took his talents back to the Eastern Conference in free agency this past summer.
Meanwhile, Doncic has seen a marked uptick in his production as a result, currently leading the league in scoring by a country mile and looking like an early frontrunner to finally take home his first MVP award.
The Lakers' offseason additions, including Walker Kessler and others, have also played well so far, and Austin Reaves is also rounding back into form after a shaky start.
Article Continues BelowIt remains to be seen what will come of Doncic's cease and desist to Bron AI, but clearly, his focus has been locked in on the court, as he recently dropped 40 points on the Sacramento Kings.
The Lakers will next hit the floor on Friday at home for an NBA Cup game vs the Portland Trail Blazers.