Sports Biz with Darren Rovell

Company Sues Chick-fil-A Over Bo Jackson's Marketing Rights

Bo Don't Know "Chikin."

A company which obtained the marketing rights to Bo Jackson is suing fast food company Chick-fil-A , saying the unauthorized use of the dual sport great in one of the chicken company's commercials damaged the potential of one of its products.

In 2001, Arizona-based N'Genuity Enterprises secured the rights to Jackson's name and likeness on food products in exchange for 49 percent of the company's stock and a seat on its board. In 2007, the suit notes, the company's flagship product in its "Bo Jackson Signature Foods" group was the "Bo Burger" and it was "poised for explosive growth." But a year later, Jackson's face appeared on a mooing cow in a ad that said that stated that "he never took up burgers." N'Genuity says that the potential to sell "Bo Burgers" was subsequently forever damaged.

While N'Genuity didn't know about any subsequent deal between Jackson and Chick-Fil-A, it's not clear if Jackson himself did. The suit notes that, after the Chick-fil-A ad aired, the company couldn't reach him. The company is asking for damages caused by the commercial.

N'Genuity's attorney Jere Glover and Chick-fil-A representatives did not immediately return calls seeking comment.

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