Jury orders Dominick’s to pay Michael Jordan $8.9 million

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CHICAGO-- A jury has  awarded Michael Jordan $8.9 million in the federal civil trial with Dominick's.

Deliberations took just one day; from 12:30 Friday afternoon until 7:00 p.m. Jurors had just one job— placing a value on a sports legend.

Michael Jordan emerging from the Federal building Friday night saying it’s not the type of court he likes to win at.

“It is my name, I’ve worked hard for it for 30-some years and I’m not just gonna let someone take it and I will fight to the end,” Jordan said.

As hard as he fought on the court Jordan’s lawyers fought in the courtroom.

Here’s the ad that started all this-- a 2009 page in Sports Illustrated,

Congratulating number 23 on his induction into the basketball hall of fame and by the way, there was a $2.00 off coupon for Dominick’s Rancher’s Reserve Steaks.

For Jordan, that was bridge too far.

In court, his legal team argued it was an ad he never would have approved, even if someone had asked. Jordan makes tens of millions from endorsement deals with companies like Nike the analogy is, he’s the sports world’s hope diamond; you can’t just chip away a piece. To use his name, you have to pay."

But lawyers for Safeway played-up some of the smaller endorsements Jordan has approved reminding the jury that only two of the coupons were ever redeemed arguing that the company didn’t profit from the ad.

“It was never, never about the money. It was about the principal of protecting my name and my likeness. And uh, I just felt like somebody totally took advantage of that. And I’m glad the court understood that today," Jordan said.

Jordan says the money will go to charities here in Chicago and added that if you’re looking for a steak- he has a place you should check out on Michigan Avenue.