Pele sues Samsung over improper use of image in newspaper ad

Staff Writer
Columbus CEO

CHICAGO (AP) — Brazilian soccer legend Pele is suing Samsung in Chicago federal court, claiming the electronics company improperly used his identity in The New York Times.

The lawsuit was filed earlier this month by attorney Fred Sperling on behalf of Pele. It claims Samsung used a Pele look-alike in an October advertisement for televisions after breaking off negotiations to use Pele's image. The lawsuit says the ad will confuse consumers and hurt the value of his endorsement rights. It seeks $30 million in damages.

Sperling is the same attorney who in August helped former Chicago Bulls star Michael Jordan win an $8.9 million jury verdict against the former supermarket chain Dominick's. In that case Jordan said Dominick's improperly used his identity in a print advertisement.

Samsung didn't immediately respond to an email seeking comment.