Opening Day sees multiple new activations on the MLB front. Budweiser announced plans to partner with Spike Lee to mark the Centennial of Jackie Robinson. Budweiser will launch a national campaign that will honor the athlete and activist throughout the 2019 MLB season. Budweiser created “Impact,” part of the campaign that will include a 3-minute short film directed by Lee and narrated by Jackie Robinson’s daughter Sharon Robinson. The film spotlights how Jackie broke baseball’s color barrier after many years of segregation in the sport. “Impact” will air for the first time nationally on Opening Day as a TV commercial and in ballparks across the country. As part of the campaign, Budweiser is raising money for the Jackie Robinson Foundation to help support the Jackie Robinson Museum opening in New York City and created limited edition Jackie Robinson “42” aluminum bottles for the MLB season.
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