Marketer testifies MJ's name alone worth millions
CHICAGO — Michael Jordan’s marketing chief says the six-time NBA champion often receives millions for lending his name to a product but doing nothing else.
Estee Portnoy’s remarks came Thursday on the first full day of testimony in a civil trial in Chicago federal court examining the market value of Jordan’s identity.
The issue is damages that the now-defunct Dominick’s Finer Foods owes the ex-Chicago Bulls star for invoking his name in a steak ad without permission.
His attorneys say such use is worth $10 million. Dominick’s says that’s too high when only Jordan’s name is used.
But Portnoy testified that the XEl fragrance company paid $10 million for putting his name on cologne.
Asked if Jordan did anything other than lend his name, she responded, “Michael does not do anything for them.”
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