Michael Jordan’s lawyer told jurors Wednesday at a civil trial over the unauthorized use of the star’s name in a steak ad that the market value of Jordan’s moniker to the Nike sportswear company was at least $480 million.
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The ad that is being questioned by Jordan’s legal team is pertaining to the one congratulating Jordan on his Hall of Fame induction with a featured coupon accompanied by an image of a steak at the bottom, with a text that reads as, “Michael Jordan…”
Jordan’s attorneys said his name was worth $480 million to Nike, citing money made from endorsements with the company from 2000 to 2012. Jordan is suing the chain, the Safeway-owned Dominick’s, for more than $5 million.
Dominick’s legal team argued that Jordan’s deals with major sponsors weren’t applicable to the dispute over the steak ad, and asked jurors to consider a penalty of less than $500,000 – an amount in line with Jordan’s transactions with smaller companies, the Chicago Tribune reported. “You can’t cut it up into pieces”.
Despite the unequivocal value of Jordan’s name, the restaurant claimed only two people redeemed the coupon at its locations.
In one light-hearted moment, Portnoy told jurors Jordan hasn’t played professional basketball since 1998 – “we don’t count the Wizards years”, she said, referring to Jordan’s brief stint with the Washington Wizards. Jordan has taken issue with the unapproved use of his name, with his attorney noting that the case is about the right to control the basketball star’s identity. “It’s the use of his identity”, Frederick Sperling said in a federal courtroom in Chicago. “His image is guarded zealously and he only makes long-term deals for big money that convey a positive image of the Michael Jordan brand”.
Jordan, 52, is also on the witness list for the trial, which is expected to last about a week.
Because, he said, “if you don’t protect the use of your identity, then your value disappears”.
A judge has already ruled Dominick’s was liable for using Jordan’s likeness without his permission, but lawyers are trying to minimize the financial penalties.
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New court documents provide a detailed look at just how much the basketball superstar earns from endorsements long after his playing career has ended. Partnership deals are typically worth $10 million or above, she said, though that’s not always in cash.
