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By Damilola Faustino

Ali Enterprises LLC, Muhammad Ali’s company has sued Fox for using the late boxer’s image during the introduction of Super Bowl LI without the right permission.

Muhammad Ali

They are suing for $30 million.

The suit says Fox violated the boxer’s right of publicity when they used his likeness for a promotional video immediately before the start of the 2017 Super Bowl where the New England Patriots ended up beating the Atlanta Falcons.

According to reports, Ali’s endorsements are the main money driver for the company, and they are vigilant at “carefully controlling the nature and frequency of his product endorsements.”

Ali passed away in June 2016, eight months before the TV spot ran.

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