Luka Doncic has joined LeBron James in taking legal action against Bron AI, the AI sports betting company that used his name and likeness.
“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 move comes after James, now with the Philadelphia 76ers, filed his own cease and desist against the company, which had used his name and likeness without his consent. Doncic and James are linked in that fight off the court, even though they are no longer teammates on it after James returned to the Eastern Conference in free agency this past summer.
On the floor, Doncic has been doing plenty of damage for the Lakers. Los Angeles is off to a 7-2 start, and Doncic’s hot shooting stretch has been a major reason why. He is currently leading the league in scoring by a country mile and looks like an early frontrunner for his first MVP award.
The rest of the roster has helped steady the early-season surge as well. The Lakers’ offseason additions, including Walker Kessler and others, have played well so far, while Austin Reaves is rounding back into form after a shaky start.
Doncic’s attention has clearly stayed on basketball, too. He recently poured in 40 points against the Sacramento Kings, a reminder of how locked in he has been while the legal situation plays out.
The Lakers’ next game is Friday at home against the Portland Trail Blazers in an NBA Cup matchup.
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