He's the most dominant basketball player on the planet.
But one American brewer isn't playing ball with LeBron James right now.
It all began on Monday night when LBJ swiped a beer bottle from a surprised courtside drinks server during the 3rd quarter of the the Cleveland's play-off game with Toronto.
The 'King' thought about drinking it before handing it back.
Predictably, the photo went viral on social media with even James himself joking he wasn't much of a beer drinker but might've sipped it had it been red wine.
Now Great Lakes Brewing Company is in his cross hairs for using the photo with the caption "G.O.A.T. with G.O.L.D."
G.O.A.T. stands for "greatest of all time," if you didn't know.
James reckons the brewery's trying to profit off his image and is talking to his lawyers.
But there's history.
The very same brewer sold a bitter "Quitness" ale when he bolted Cleveland for Miami in 2010.
Whatever the outcome, there'll be more bitter rivalries to come if the Cavs again meet the Warrios in this year's NBA Finals.