Veteran sports agent: Key to Jordan value is few deals

CHICAGO (FOX 32 News/ AP) - Former Bulls superstar Michael Jordan will be back in Federal court Friday morning in his battle against Dominick's. 

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 Bull 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."

The architect of Jordan's marketing strategy says advisers to the Chicago icon strictly police the types of deals he enters to maximize his value.

Sports management agent David 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.

According to reports, Friday could be the day Michael Jordan testifies in court. FOX 32 News will be following the story throughout the day. 

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