Michael Jordan brand-name civil trial resumes in Chicago

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By: Associated Press

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CHICAGO (AP) — A civil trial on the value of Michael Jordan’s name and how much a grocery-store chain should pay for invoking it without permission in an ad resumes in a Chicago federal courtroom.

The ex-Chicago Bull could testify as soon as Monday to explain why he meticulously guards his image. The only unresolved issue is how much the now-defunct Dominick’s Finer Foods must pay Jordan in damages for the steak ad that congratulated him on his Hall of Fame induction.

Sports agent David Falk testified Friday that Jordan never enters into small, one-time deals because they weaken his value. He said Jordan prefers long-term mega contracts, like the one with Nike.

He likened Jordan to the Hope Diamond, saying it’s so valuable because it’s so rare and never cut into pieces.