Jordan protects his brand’s value by selling his image rights and endorsements as a “bundled” package — not for a single use — and he won’t do business with anyone unless the deal will ultimately be worth at least $10 million, Portnoy said. She added that he only deals with businesses that are “authentic” to him and “add value to his brand.”
If true, it's not a bad investment. MJ still earns more in endorsements than any current NBA player does annually, so his brand unquestionably still moves merchandise.
