Gilgeous-Alexander Threatens Underdog Sports Over 100-Game 'Unethical Hoops' Giveaway
Updated
Updated · New York Post · May 28
Gilgeous-Alexander Threatens Underdog Sports Over 100-Game 'Unethical Hoops' Giveaway
16 articles · Updated · New York Post · May 28
Shai Gilgeous-Alexander’s lawyers sent Underdog Sports a cease-and-desist letter demanding it stop using his name and likeness and destroy all copies of its “Unethical Hoops” board game.
The game, modeled on Operation, mocks the Thunder star’s foul-drawing by triggering a buzzer whenever SGA is touched; Underdog promoted a giveaway of 100 copies during the Western Conference Finals.
The letter ordered the company to remove Gilgeous-Alexander from its website, apps, social media, ads and physical goods, though the game’s website was still live Thursday morning.
The dispute taps into broader playoff criticism of SGA’s style: he has attempted 391 more free throws than the next-closest player over four years and has made 120 free throws this postseason versus 114 field goals.
Gilgeous-Alexander, this season’s NBA MVP, said the flopping criticism does not affect him as Oklahoma City sits one win from the Finals.
When a board game mocks an MVP, where does brand protection end and parody begin?
What does this legal fight signal for the future of fan culture as athletes increasingly trademark their identities?