Michael Jordan to testify in suit seeking up to $10M in damages over supermarket steak ad

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Former basketball superstar Michael Jordan is expected to testify in a Chicago trial that begins Tuesday over a supermarket’s steak ad.

The Chicago Bulls legend is seeking as much as $10 million in damages from the owners of Dominick’s for a congratulatory message that used his name and offered a $2 discount on steak, reports the Chicago Tribune (reg. req.).

A federal judge has already found the defunct supermarket chain liable, so the only remaining question is how much its owners must pay Jordan. Even if Jordan wins the damages he is seeking for unauthorized use of his likeness, the award won’t change his life because he already is wealthy, the article notes.

However, policing the use of his persona helps Jordan maintain the value of product endorsements. “This case is about protecting Michael Jordan’s right to control who uses his identity and how they use it,” said his lawyer, Fred Sperling.

Related coverage:

ABAJournal.com: “Michael Jordan congratulatory ad was commercial speech, 7th Circuit rules”

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