Michael Jordan will be valued in dollars

The greatest basketball player of all time, Michael Jordan filed a lawsuit against a little-known chain of stores for illegally using his own name. This lawsuit would not have attracted so much attention if it were not for one nuance: the court, in fact, should assess the value of the Michael Jordan brand, Kommersant writes . In addition, during the trial will be considered information about the advertising contracts of the athlete, who is one of the first billionaire athletes.

Now Jordan's fortune, according to Forbes, is about $ 1 billion. The athlete is the richest basketball player in history. Now Michael Jordan filed a claim to a small chain of stores Dominick`s Finer Foods. The situation becomes even more interesting due to the fact that this network no longer exists, the actions of representatives of the trade network, which were committed in 2009, are considered in the case. Then the company published congratulations to Jordan (the athlete was accepted to the Basketball Hall of Fame) in one of the magazines, on a discount coupon of two dollars. Jordan decided that such a greeting was the illegal use of his own name for advertising purposes, and the court agreed with this opinion.

Now, another trial should assess the amount of damage that the trading network has inflicted on the basketball player. In fact, we are talking about the assessment of the Michael Jordan brand itself. In this case, the athlete decided to protect his brand and his name.
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Now, according to Forbes, sales of products under the brand Jordan are about $ 1 billion a year.

At trial, a 52-year-old athlete should be asked questions about the cost of his advertising contracts. Thus, the court hopes to find out the total value of the athlete's brand, which means that it will be able to find out the extent of the damage caused to Jordan by the trading network.