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Muhammad Ali Ent. Sues FOX For $30 Mill Over Super Bowl Ad

Muhammad Ali Enterprises on Tuesday filed a $30 million federal lawsuit against Fox Broadcasting Company, claiming Fox used without permission the late boxer's identity in a video that aired just before its broadcast of the Super Bowl last February.

In the lawsuit filed in Chicago, Muhammad Ali Enterprises contends that Fox used Ali's "name, image and likeness as the centerpiece of its three-minute promotional video" before its broadcast of the game that attracted a national audience of 111 million viewers.

In explaining just how valuable Ali's name and image were to Fox, the lawsuit contends that Fox could have sold those three minutes of time just before the start of the Super Bowl to advertisers for $30 million.

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"Fox obtained great value by using Muhammad Ali to promote itself," attorney Frederick J. Sperling, who filed the lawsuit, said in a statement. "It should pay for what it took."

The lawsuit contends that the video, which included the images of NFL greats such as Joe Montana, Vince Lombardi and Tom Brady, was "far more" than a tribute to Ali eight months after his death. It says the video was done in such a way as to "define greatness and ultimately compare the NFL legends to Ali and thus to define them and the Super Bowl as 'greatness' too."

The lawsuit also says the video "falsely implies" that Ali or Muhammad Ali Enterprises had endorsed Fox. Muhammad Ali Enterprises owns the trademark rights, copyrights, the right of publicity and all other intellectual property rights of Ali.

Eddie Motl, a Fox vice-president, declined to comment on the lawsuit.

Two years ago, a federal jury awarded basketball legend Michael Jordan $8.9 million in his lawsuit against a now-defunct supermarket chain for using his identity in an advertisement without his permission.

Last year, Sperling filed in Chicago a $30 million lawsuit on behalf of soccer legend Pele, claiming that electronics company Samsung improperly used a Pele look-alike in an advertisement for televisions. The lawsuit said it would hurt the value of his endorsement rights.

Tags: Muhammad Ali image  
User Comments and Feedback (Register For Free To Comment) Comment by SlySlickSmooth on 10-10-2017

I remember in elementary school one day, a kid in my class started arguing with a girl after recess while we were coming back inside. He was shouting, "I'LL SUE YOU! I'LL SUE YOU!"

Comment by PunchyPotorff on 10-10-2017

[QUOTE=DramaShow;18126562]the guys dead and buried, how can you have ownership of his rights when hes six foot under? the american sueing culture is crazy.[/QUOTE] Very common for a certain entity to own any likeness, etc., of a live or dead…

Comment by mathed on 10-10-2017

Fox has been doing too much coverage of Weinstein's rape allegations. This is the left's attempt to shut them down....pathetic. Superbowl was 8 months ago...what happened, you just now got around to watching it? They can counter with the fact…

Comment by Shadoww702 on 10-10-2017

[QUOTE=THEFRESHBRAWLER;18126882]lmaooo wait a minute...is that really Ali's family lol? I thought lou was bs'n . Lools like i owe him and his wife an apology[/QUOTE] I dont know if that pic is but Ive heard stories they're pretty bad. Thats…

Comment by THEFRESHBRAWLER on 10-10-2017

[QUOTE=Shadoww702;18126871]That look about like most families now days... Sht CRAZY bunch of vultures. Come out when relatives die. DISGUSTING[/QUOTE] lmaooo wait a minute...is that really Ali's family lol? I thought lou was bs'n . Lools like i owe him and…

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