Muhammad Ali: The Making of an Icon

Culture Meets Commerce: The Muhammad Ali Center, Naming Rights, and the Price of Moral Authority

W ithout a doubt, the climax of the Ali renaissance that began in 1991 with the publication of Thomas Hauser’s biography was the opening of the $80 million, 93,000-square-foot Muhammad Ali Center in downtown Louisville near the banks of the Ohio River. The major themes that had been developing around Ali during a fifteen-year period, most important of which was the idea of Ali as a moral authority, dramatically came to fruition with the opening of this shrine in November 2005. Anyone walking through downtown Louisville could not miss that the city is Ali’s hometown. There are signs everywhere touting the relationship, most notably headshots of the former champ flying high above lampposts and welcoming visitors along major avenues. There is also an important thoroughfare , the former Walnut Street now called Muhammad Ali Boulevard, named in his honor. The Muhammad Ali Center is the blue-chip showpiece of Louisville’s investment in its favorite son, and it rests on a $10 million parcel of downtown riverfront property that was donated by the city.63 Unlike so many past ventures bearing his name, the Muhammad Ali Center is no fly-by-night operation. Its backers are among America’s corporate blue chips, including Ford Motor Company, General Electric, and Yum! Brands. In addition to having an official partnership with the United Nations, the Ali Center has an advisory council filled with heavy hitters. Topped by the Dalai Lama, it also includes poet Maya Angelou, rock star Bono, rapper/ entrepreneur Sean Combs, sportscaster Bob Costas, comedian Billy Crystal, former politician Mario Cuomo, television executive Dick Ebersol, president Culture Meets Commerce The Muhammad Ali Center, Naming Rights, and the Price of Moral Authority Culture Meets Commerce 187 of the Carnegie Corporation of New York Vartan Gregorian, actress Angelina Jolie, record producer Quincy Jones, talk show host Larry King, entertainment mogul Jerry Perenchio, television reporter Diane Sawyer, talk show host Tavis Smiley, and comedian Robin Williams. This truly remarkable group, in addition to the various corporate heads and giants of philanthropy who sit on the Ali Center’s board of directors, is testimony to how deeply entrenched the Ali legacy has become in our culture. Indeed, the Center, whose slogan urges visitors to “Find Greatness Within,” reflects an all-out campaign to institutionalize the Ali legacy not only among corporate juggernauts and society’s beautiful people, but also within the hearts and minds of individual citizens through their self-identification with the former champion. The official literature of the Muhammad Ali Center builds upon the many ideas—the most important of which are those emphasizing Ali’s moral authority—that had initially been revived by the Ali literature near the end of the twentieth century. The most telling texts produced by the Center are its purpose/mission statement, and the press releases defining its background, identity, function, and goals: Purpose/Mission Statement Serving as an international education and communications center that is inspired by the ideals of its visionary founder Muhammad Ali, the Muhammad Ali Center is a place that carries on Ali’s legacy and inspires exploration of the greatness within ourselves. The Ali Center’s innovative and immersive visitor experience, educational and public programming, and global initiatives carry on Muhammad’s legacy and continue his life’s work. Much more than a place that tells the story of one man’s journey, the Ali Center reaches beyond its physical walls to fulfill its mission: To preserve and share the legacy and ideals of Muhammad Ali, to promote respect, hope, and understanding , and to inspire adults and children everywhere to be as great as they can be. Background Muhammad Ali’s legacy is multifaceted. And his story is one of inspiration that touches individuals across the globe—regardless of one’s age, ethnicity, religion, or culture. Ali has lived his life in accordance with his ideals and values. These values have guided him through the hard work necessary to be the best athlete he could be, and have given him the strength and courage throughout his life to stand up for what he believes. These values have inspired 188 Good People the work that he has dedicated himself to since he retired from the ring— encouraging peace, respect, and healing, and doing all he can to help children around the world. Who We Are The Muhammad Ali Center is both a destination site and an...