[Jones] Sports prediction market company Underdog received a cease-and-desist about its promotion that makes fun of Shai Gilgeous-Alexander drawing fouls… In a letter dated May 22, 2026 obtained by The Athletic, Eric Fishman of law firm ArentFox Schiff LLP, representing Gilgeous-Alexander (cont.)
Sports prediction market company Underdog received a cease-and-desist about its promotion that makes fun of Shai Gilgeous-Alexander drawing fouls.
Underdog created a version of the popular board game “Operation” in which the buzzer went off for a foul anytime he was touched called “Unethical Hoops.” The company had a contest during Game 3 to give away 100 copies of the game.
In a letter dated May 22, 2026 obtained by The Athletic, Eric Fishman of law firm ArentFox Schiff LLP, representing Gilgeous-Alexander, asked Underdog to: “permanently cease and desist from any and all use of Mr. Gilgeous-Alexander’s NIL in any and all media, including but not limited to your website (including the Unethical Hoops Website), apps, social media accounts, digital marketing and advertisements, promotional emails, push notifications, affiliate or influencer placements, and any physical goods including but not limited to the board game advertised on the Unethical Hoops Website.”
The letter also asks that all board games be destroyed and that Underdog not use Gilgeous-Alexander’s name, image or likeness without his permission.
Phoenix Suns forward Dillon Brooks played the game in the ads that were on the Unethical Hoops website and social media. As of Wednesday evening, the website was still live.