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The Globe and Mail Ali brings his power to boost research By JAMES CHRISTIE Thursday, September 5, 2002 – Page S5 TORONTO -- One enduring motto of the cola wars was "things go better with Coke," but Ed Shartar, president and chief executive officer of Coca- Cola Ltd., had to confess yesterday that things go best with Muhammad Ali's name attached to them. "He may be bigger than Coke," Shartar said yesterday, as Ali's involvement was confirmed for a major fundraising project to aid the Parkinson Society of Canada and Parkinson's research at the University of Toronto. The boxing legend and most famous man alive will make his first trip to Toronto in a decade to be featured and feted during the Toronto Argonaut-Ottawa Renegades Canadian Football League game at the SkyDome on Oct. 20. The event is called Muhammad Ali -- In Person for the Greatest Good -- and was put together by marketing consultant Garth Drabinsky who approached the soft drink manufacturer. Coke has had a corporate agreement in place with Ali since before the 1996 Atlanta Olympics. In one of the most poignant moments in Olympic history, the 1960 gold medalist, trembling with the effects of Parkinsonism, lit the Olympic flame using a torch kindled at the Altar of Hope in Olympia. Hope is what he brings to this project as well, and Ali's name and the charity and research aspects of the event make it distinct from entertainment promotions Drabinsky has staged earlier this season to draw increased crowds to the SkyDome. "When you add a gentleman of mythic proportion and give Canadians maybe their last chance they'll have to acknowledge him in person, the result can be tremendous," Drabinsky said. He wouldn't name a target figure for the Parkinson's fundraising -- which will involve a weekend of TV promotions on TSN and CBC, phone pledges and a $10 surcharge on game seats -- but he said he hoped for a full house of 50,000 at the SkyDome. Ticket-holders will receive a limited-edition poster on game day. Patrons will see documentary footage on the life of Ali, plus a pregame program and halftime tribute that will conclude with a presentation to Ali at centre field. At Sunday's game, an area in the lower stadium stands at midfield will be reserved for special guests and celebrities to answer phones and take pledge calls from across the country. Roots will produce a line of limited- edition merchandise marking the Canadian tribute. The personal appearance in Toronto fits exactly into the guidelines Ali's management group established for the frail former heavyweight champion. "We have a contractual relationship for the next couple of years. I won't divulge terms but there's a limited number of appearances and he has specifically earmarked them as citizenship appearances, supporting a great cause," Shartar said. The Coke president got to meet Ali for the first time a couple of weeks ago and was impressed with the fire in his eyes, though his degenerative condition has rendered Ali's face almost expressionless. He needed help to be pulled from a chair to a standing position but was able to walk on his own. Parkinson's disease, a progressive neurological disorder, affects nearly 100,000 Canadians, said U of T president Dr. Robert Birgeneau. "So many are affected and yet it's still not understood by most of us. That's why Muhammad Ali coming forth to support research is so important." The university's centre for research into neurodegenerative diseases is working not only toward unlocking Parkinson's disease but Creutzfeldt- Jakob disease and amyotrophic lateral sclerosis, commonly known as Lou Gehrig's disease. Meredith Saunderson, chair of the Parkinson Society of Canada, quoted Ali in saying "service to others is the rent you pay for your time here on Earth." It is the first time a pro athlete of such magnitude has been involved in fundraising for the organization and likely will bear more fruit than all the organization's conventional appeals. "This is breathtaking," she said. SOURCE: The Globe and Mail http://www.theglobeandmail.com/servlet/ArticleNews/PEstory/TGAM/200209 05/SFOTOX/Headlines/headdex/headdexSports_temp/16/16/29/ ---------------------------------------------------------------------- To sign-off Parkinsn send a message to: mailto:[log in to unmask] In the body of the message put: signoff parkinsn