The anticipated return of Michael Jordan in professional basketball following his stint in a minor league baseball team was influential in increasing the stock values of firms with products endorsed by him. Some of these firms include General Mills, McDonald's, Nike, Quaker Oats and Sara Lee. In this analysis, the event study methodology is used as a primary research tool. This methodology is based on the assumption that capitalists examine and use available relevant information in their investment decisions. Results show that Jordan's expected return has increased the stock values of related firms by $1.016 billion. This illustrates the potential value of celebrity endorsements.