Jackie Robinson made history April 15, 1947, when he broke the color barrier in Major League Baseball, stepping onto Ebbets Field.
To celebrate Jackie as an activist and American hero, Budweiser has partnered with Spike Lee and the Jackie Robinson Foundation on a season-long campaign that will spotlight the heroic achievements of Jackie, both on and off the field.
The cornerstone of this campaign is “Impact,” a three-minute short film directed by Lee and narrated by Jackie’s daughter, Sharon Robinson. The film, which will also appear nationally as a 1-minute TVC airing on MLB Opening Day, spotlights the moment Jackie broke baseball’s color barrier after more than 50 years of segregation in the sport.
Underpinning Budweiser’s campaign is a direct partnership with the Jackie Robinson Foundation, with the brand making a landmark financial commitment to ensure the Jackie Robinson Museum finally opens in 2019. Additionally, 42 cents from every Limited Edition Jackie Robinson Bud sold during the MLB season will be donated to the Jackie Robinson Foundation. Budweiser is calling on Americans to also donate to the foundation to ensure Jackie’s legacy and impact continues for generations to come.
“Jackie Robinson was a true American hero who displayed incredible courage and resilience in the name of equality and unity” said Ricardo Marques, VP Marketing Core & Value brands at Anheuser-Busch. “His boundary-breaking achievements extend well beyond baseball through his work as a civil rights activist; undeniably Jackie Robinson continues to serve as an inspiration today for anyone out there looking to live with impact.”