MLB and the Jackie Robinson Foundation (JRF) officially
unveiled a series of initiatives celebrating the 50th
Anniversary of Jackie Robinson's entry in the major leagues
and breaking the color barrier. The cornerstone of the
effort is dedicating the '97 championship season to
Robinson's memory (MLB). MLB officials and Rachel Robinson
spoke at a press conference yesterday after a 60-second
video collage of Robinson's career set to music by Aaron
Copland that was produced by Spike Lee and will be aired in
ballparks and on telecasts this season (Steve Zipay,
NEWSDAY, 2/27). Among the season initiatives: MLB will
contribute $1M to the JRF; an awards dinner hosted by Bill
Cosby will raise money for the JRF; MLB players, umpires and
minor leaguers will wear patches with the "50" stitched in
white on uniform; individual team functions, including fund-
raisers and ticket giveaways; the April 15 celebration at
Shea Stadium featuring President Clinton; commemorative
Robinson baseballs available at retail; a Smithsonian
lecture series; a Hall of Fame exhibit in Cooperstown, NY;
and a national high school essay contest (Mult., 2/27). In
N.Y., George Willis writes the "season long celebration
could end up as one of the most dynamic and encompassing
examinations of its kind" (N.Y. POST, 2/27).
INTERNAL EXAMINATION? In DC, Marc Fisher writes that
MLB execs "seemed caught off guard by questions about
whether they had considered using the 50th anniversary as an
opportunity to address the thin fan support for the sport
among young blacks." NL President Len Coleman, without
naming any initiatives, said the "individual clubs will be
doing any number of things" (WASHINGTON POST, 2/27). In
N.Y., Filip Bondy writes that even as Acting Commissioner
Bud Selig was honoring Robinson, "he found himself defending
hiring practices that are hardly exemplary." Selig: "We
have much yet to be done. We'll not only be monitoring the
clubs, we'll be working with them" (N.Y. DAILY NEWS, 2/27).
In Philadelphia, Lynn Zinser: "If it does nothing else, the
commemoration of the 50th anniversary of Jackie Robinson
breaking baseball's color barrier gives Major League
Baseball a chance to lead the discussion of baseball's race
relations -- after years of getting dragged into the debate
only when Al Campanis and Marge Schott opened their mouths"
(PHILADELPHIA INQUIRER, 2/27).
COMMERCIAL APPEAL: CNBC's Susan Lisovicz examined the
marketing of Robinson on "Market Wrap," noting that Hasbro
toy action figures, McDonald's lapel pins, Coca-Cola bottles
and an Apple computer commercial "all will pay tribute" to
Robinson this year. Wheaties' relationship with Robinson
goes back to '49, and this month, all three varieties of
Wheaties cereal will bear Robinson's image -- "the first
athlete to have that honor." General Mills' David Diz: "To
date, this has been a very popular promotion for us, and I
think also it's been an educational vehicle for people who
don't recall what Jackie Robinson meant" (CNBC, 2/26).
TOWN MEETING DAY: ESPN's "Outside the Lines" will
feature "Breaking the Line: Jackie Robinson's Legacy"
tomorrow at 8:30pm ET. After that, ESPN will present "ESPN
Town Meeting: Sports in Black & White" hosted by ABC's Ted
Koppel. The forum, held at Howard Univ. in Washington, will
discuss issues in race and sports during a live, 90-minute
segment. Panelists: Jim Brown, Jerry Colangelo, NCAA
President Gene Corrigan; Sociologist Harry Edwards; Pats
Owner Robert Kraft; ESPN's Joe Morgan; Gene Stallings;
adidas USA's Sonny Vaccaro and Chris Webber (ESPN).
