Grocery Store Uses Michael Jordan’s Name – Must Pay $8.9 Million

It's one of the basic rules of marketing - always ask for permission. Safeway found out the hard way as a recent court decision favored NBA great Michael Jordan, who is now $8.9 million richer.

According to ESPN, Safeway (who owns the now-defunct Chicago based grocery chain Dominick's) placed an ad in the Sports Illustrated edition that commemorated Jordan's induction into the NBA Hall of Fame. Unfortunately, they didn't ask for permission. Attorneys for Safeway stated that the cost of using #23's name in the ad should amount to about $126,000. Unfortunately for them, the jury decided more in the favor of Jordan.

Side note: The ad placed featured a  $2 steak coupon, which approximately two people redeemed. It seems no one wanted to tear out the ad from the commemorative edition of the magazine. Oops.

In order to protect the value of the Jordan name and brand, Jordan was awarded the $8.9 million, which will go towards various charities. In a statement about the court proceedings,

No one -- whether or not they're a public figure -- should have to worry about their identity being used without their permission.

Jordan also stated he hopes this sends a clear message that he will continue to pursue legal action resulting in heavy fines anyone that attempts to use his name without permission.

During the deliberation, the jury reportedly 'asked for a calculator', which probably didn't ease the mind of the defendants. After the proceedings, jury members asked for photographs, and Jordan obliged.