Michael Jordan brand-name civil trial resumes in Chicago

A sports economist said each commercial use of Jordan’s image is worth $10 million, which is what he’s asking or in damages.

CHICAGO (AP) – Chicago Bulls great Michael Jordan told jurors during his trial against a now-defunct grocery store chain that he values his image “very preciously”.

An expert in sports economics says Michael Jordan’s endorsement income has grown and still eclipses that of current NBA players, including LeBron James.

The six-time NBA champion told jurors he sued Dominick’s to protect his image and likeness.

Make sure you have $10 million handy, according to his advisor.

During recent court proceedings, Jordan’s attorney has focused on the market value of his brand in previous deals. He said Jordan prefers long-term mega contracts, like the one with Nike. He pointed to an agreement with Mattel, in which the toymaker paid $5,000 for the right to use Jordan’s name as an answer in a trivia game. They say the Dominick’s ad was nothing like the $480-million deal Jordan had with Nike for more than a decade, and is instead closer to the half-million-dollar deal Jordan signed with Sirius radio. It used Jordan’s name, his famous number “23” and what appeared to be a replica of his famous “Jumpman” silhouette logo. The text reads, “Michael Jordan, you are a cut above”, and offered a $2 coupon for steak.

Jordan, 52, is also on the witness list for the trial, which is expected to last about a week.