Meet the Lawyer Who Represents Michael Jordan and Pele — But Isn’t a Jock

If you were to draw a line between Michael Jordan and Pelé, two of the world’s most recognizable athletes, their lawyer — Schiff Hardin’s Frederick J. Sperling — would be in the middle.

During 36 years at the Chicago-based firm, Sperling has developed a niche practice, helping athletes protect “their identity.” As he puts it, an athlete’s identity and ability to control endorsements is often the most valuable asset they own.

In 2014, Jordan earned $100 million in endorsements, more than the sum of his entire salary during his 15 seasons in the NBA, according to Sperling.

This past August, he represented Jordan against a grocery chain ...