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Muhammad Ali Enterprises is suing the Fox Broadcasting Company for more than $30 million for what it says was Fox's unauthorized use of the famed boxer's image in a video that ran just before its broadcast of the 2017 Super Bowl.
The federal lawsuit filed in Chicago comes two years after a federal jury awarded $8.9 million to basketball legend Michael Jordan in his suit against the owners of a defunct supermarket chain for using his identity in an advertisement without permission.
The suit contends that Fox used Ali's "name, image and likeness as the centrepiece" of a video for its Super Bowl broadcast.
Ali died last year.
Fox declined to comment.