NEW YORK (CNN/Money) - Yogi Berra filled a $10 million lawsuit against the Turner Broadcasting System for running an ad for its popular show "Sex and the City" asking viewers if a "Yogasm" could be defined as sex with the former baseball star and coach.

According to the lawsuit filled with the New York supreme court, Berra claims TBS violated his right to privacy by using his name without his consent and used his name for commercial gain without compensation.

The filing also says that Berra is a highly respected personality who has appeared widely in the media and that the commercial tarnishes his reputation as a family and religious man.

"He was severely emotionally distressed," Berra's attorney, Lewis Smoley, said in a prepared statement. "It drastically diminished the commercial value of his name in the marketplace. He never would have conceded to this had he been asked."

According to the complaint, the ad, which the suit said was distributed worldwide but noted its presence on billboards in New York's subways and buses, features one of the female stars of the program in an alluring pose and includes the text "Yogasm: a) a type of yo-yo trick; b) sex with Yogi Berra; c) what Samantha has with a guy from yoga class."

A TBS spokeswomen said the company does not comment on litigation.

TBS is owned by Time Warner (Research), which is also the parent company of CNN/Money.