A supermarket has been ordered to pay the six-time National Basketball Association champion $8.9 million for using his name as a means of promotion for an ad without his consent.
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Among the witnesses was Estee Portnoy, a marketing executive hired by Jordan, who said she was shocked when she saw the Dominick’s ad, which included the text, “Michael Jordan … So my plan is going to be to keep the money here, and give it to the charities that are in Chicago”.
Dominick’s, the now-defunct grocery store decided it was a good idea to use Jordan’s name on one of their meat advertisements way back in 2009. You see rare photos of Michael and his father James, and hear the story about how Jordan used to ride to spring training, look over to the empty passenger seat and have daily “talks” with James.
Jordan commented, “I’m so used to playing on a different court”. “But unfortunately we ended up in this court, and I’m very happy with the result”. ABC7Chicago.com added that Jordan said $10 million was a fair amount because he would not have accepted a deal for less.
“I hope this case sends a clear message, both here in the United States and around the world, that I will continue to be vigilant about protecting my name and identity”.
Perhaps the most interesting aspect of the case, and a lesson that could extend to still-active prominent athletes and entertainers, is that Jordan pursued this case on his own, rather than let his sponsors fight it out, the Chicago Tribune pointed out. Jurors deliberated for six hours before returning with the $8.9 million figure, at one point sending a note to the judge that said, “We need a calculator”.
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The trial also revealed MJ’s income through endorsements including $480 million that was paid to him by Nike from 2000 to 2012. Jordan said, “You can go get a steak over there”.
