LeBron James and his camp are taking immediate action against a new AI betting app named “Bron.” Front Office Sports shared a video of the app's launch.

Exclusive: LeBron James sent a cease and desist to the Bron AI sports betting app for this ad that evokes his name and uses his likeness without authorization.

— Front Office Sports (@FOS) November 5, 2026

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The CEO of “Bron” had been promoting the betting app for some time. While nobody took notice of it right away, the new AI video of the launch clearly indicated that “Bron” refers to LeBron James. It's unclear at this time why the CEO decided to name it after LeBron James, but it won't last very long at all. James sent a full cease-and-desist to the app.

This story will be updated.