Underdog Sports Hit with Cease-and-Desist Over Shai Gilgeous-Alexander Board Game
The parody game "Unethical Hoops" spoofs the NBA star's foul-drawing style, prompting legal action from his representatives.
The Legal Action
Attorneys representing two-time NBA MVP Shai Gilgeous-Alexander have issued a cease-and-desist letter to Underdog Sports, demanding the company immediately stop using the player's name, image, and likeness in connection with a promotional board game.
The letter, sent May 22 by attorney Eric Fishman of ArentFox Schiff LLP, demands that Underdog "permanently cease all use" of Gilgeous-Alexander's identity across all platforms.
The legal notice specifically calls for:
- Removal of Gilgeous-Alexander's name, image, and likeness from websites, social media, advertisements, and physical goods
- Destruction of all existing copies of the board game
- An end to all unauthorized commercial use
The Game: "Unethical Hoops"
Underdog Sports created "Unethical Hoops," a spoof of the classic game Operation. The game is designed to sound a buzzer whenever Gilgeous-Alexander is touched—a clear reference to his controversial style of drawing fouls.
The company ran a contest to give away 100 copies of the game during Game 3 of the 2024 Western Conference finals between the Oklahoma City Thunder and the San Antonio Spurs.
As of May 22, the "Unethical Hoops" website remained active. Underdog Sports declined to comment on the letter. Notably, Phoenix Suns forward Dillon Brooks appeared in advertisements for the game.
The Context Behind the Parody
The term "unethical" in basketball discourse gained prominence earlier this season following comments by San Antonio Spurs player Victor Wembanyama.
Gilgeous-Alexander has drawn significant criticism for his foul-drawing approach:
- Over the last four seasons (including playoffs), he has attempted 391 more free throws than the next-closest player
- In the current playoffs, he has made 120 free throws—a number that exceeds his 114 field goals made
During the Western Conference finals, Gilgeous-Alexander stated that criticism regarding flopping "does nothing" to fuel or discourage him.
The Thunder are currently facing the San Antonio Spurs in the Western Conference finals, seeking a second consecutive championship.
Public Reaction
Social media commentary on the legal action has been divided. Some users criticized Gilgeous-Alexander for his response to the parody, while others defended his right to protect his name, image, and likeness from unauthorized commercial use—a right protected under state and federal law.
Underdog Sports has not indicated whether it will comply with the demands or contest the legal action.