It's a safe bet that a supermarket chain's steak promotion has now become the most costly $2 coupon in advertising history. A Chicago jury yesterday ordered Dominick's to pay Michael Jordan $8.9 million because it used his name on its ad without permission, reports ESPN. Dominick's is now defunct, and parent Safeway will foot the bill. The 2009 ad appeared in Sports Illustrated and congratulated Jordan on his induction into the NBA Hall of Fame. Just below that message was a coupon good for 2 bucks off a Dominick's steak.
"It is my name, and I've worked hard for it for 30-something years, and I'm not just going to let someone take it," a happy-looking Jordan said outside the courthouse, reports the Chicago Tribune. He said it was about principle more than the money, which he pledged to donate to Chicago charities. Ever the businessman, he also made a point to plug his own steakhouse. Dominick's probably never had a chance: Two jurors were seen happily posing with their hometown idol for photos after the verdict, notes AP. (More Michael Jordan stories.)
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