To embed, copy and paste the code into your website or blog: In his heyday, everything Michael Jordan touched turned to gold. Today, even a faint image of him in the background will cause an asset’s value to skyrocket, at least according to Upper Deck in a trademark case filed in the Southern District of California against archrival sports card manufacturer Panini America. Decades ago, while cognizant of that value, Upper Deck, a worldwide sports and entertainment company specializing in the production of collectible sports cards, entered into an exclusive license with Jordan to use his image, name, likeness, and other rights in connection with basketball cards and other memorabilia. For years, other sports cards manufacturers have respected those rights, leaving Upper Deck as the only player in town in terms of creating new Jordan cards.