The architect of Michael Jordan's marketing strategy says advisers to the six-time NBA champion strictly police the types of deals he enters to maximize his value.
Sports management agent David Falk testified Friday in a federal court case in Chicago that's delving into the market value of Jordan's identity.
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The issue is damages that now-defunct Dominick's Finer Foods owes the former Chicago Bulls player for invoking his name in a steak ad without permission.
His attorneys say each commercial use of his name is worth $10 million. The defense says that's too high.
Falk says Jordan never enters into such small one-time deals because they weaken his value. Falk says the star has always limited his endorsement and marketing deals to long-term mega contracts with a few major companies.