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Yogi Settles "Sex" Spat
Yogi Berra wants to thank everyone who made this day necessary.
The malaprop-spewing baseball icon has reached a settlement with Turner Broadcasting in his $10 million lawsuit for using his name without his okay in an ad campaign touting TBS' Sex and the City reruns.
Terms of the settlement were not revealed.
TBS has not commented on the settlement. Berra's lawyer, Louis Smoley, could not be reached Monday, but he told ESPN.com that both parties agreed to mediation and the payout was "substantial."
But, according to ESPN.com, the network agreed in principle to pay an undisclosed amount to Berra after including him in a multiple-choice quiz asking consumers the definition of "Yogasm" in print ads on buses and subways plugging SATC.
The three possible answers: (a) a type of yo-yo; (b) sex with Yogi Berra; or (c) what Samantha has with a guy from yoga class.
While the correct response was "c" (a nod to Kim Cattrall's free-spirited character's sexual exploits), the wrong answer was "b" in the eyes of the New York Yankee Hall of Famer, who was appalled to see his moniker selling Sex to the masses, no matter how many Emmys the racy series won.
Although TBS stopped running the promos in August 2004, Berra filed suit last February to bar the broadcaster from ever using the campaign again. He sought $10 million in damages--$5 million for the commercial use of his name without permission and $5 million for unjust enrichment via the use of his name without permission.
The 80-year-old sports legend, who played catcher for the Yankees from 1946 to 1963 and coached both the Yankees and the Mets to two pennant titles, noted in court papers that he is a "married man" and a father and grandfather. He also described himself as "a deeply religious man who has maintained and continues to maintain a moral lifestyle."
Aside from his stellar baseball career, Berra is equally known for his mangled aphorisms such "it ain't over till it's over," "half the game is 90 percent mental," "'it's déjà vu all over again," "when you come to a fork in the road?take it," and "you can observe a lot by watching."
Or earn a lot by suing.
While Berra frowned upon the Sex and the City campaign, he is no stranger to poking fun at himself in ads. He befuddled the Aflac duck in a national spot that began airing in 2002.
Sex and the City concluded its six-season run on HBO last year, but the critically acclaimed comedy lives on in sanitized form in syndication on TBS Tuesdays and Wednesdays, as well as late night on various local stations.
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