The Fight Goes On: Remembering Ali means legacy is more than a T-shirt

By Norm Frauenheim-

Legacy is for sale these days. Bottle it, slice it up into parcels, package it, label it with an acronym and sell, sell, sell it on caps and T-Shirts. Just dial 1-800-LEG-ENDS, and you can have one too.

It’s become a cliché, mouthed in locker rooms, gyms and studios so often as to become meaningless. But ’s death re-defined it for what it really is. Legacy ain’t cheap.

In fact, it can’t be bought at all, at not least in the dollars that these days seem to serve as the final arbiter of what and who has value. Of what and who doesn’t.

It took Ali’s death on June 3 and an extraordinary funeral on June 10 in hometown Louisville to remind us of that. This is not meant to be another eulogy of who he was and what he means. How history looks at him will change and evolve from generation to generation.

In the here-and-now, however, Ali’s singular place as a champion and a cultural icon serves as an example of what boxing has been, can still be, yet isn’t because of a business model gone awry.

The worldwide reaction to Ali’s passing is a sure sign that there is still a global fascination with boxing. I know, I know. Media and corporate elites uncomfortable with the sport’s inherent brutality say Ali was bigger than boxing. But he would have been just another gasbag if not for a ring that allowed him amplify his fearless nature.

Fifty years from now, I’m willing to bet he won’t be remembered for pictures alongside Malcolm X or of him being escorted out of a federal building in Houston after saying no to the Army’s draft at the height of the Viet Nam war. It’ll be that Neil Leifer photo of him posing over a fallen Sonny Liston.

That was Ali in a snapshot.

It sums up the fighter and personality who didn’t calculate his career and life in terms of the risk-to-reward ratio, an equation built to enhance the money while eliminating the chance of defeat.

He took the risk. Paid for it too, in a brutal 1975 victory over in a second rematch and a 1974 victory over in a fight famous for the rope-a-dope. Ali exhausted Foreman by absorbing punches that make you wonder whether one night’s tactic led to the Parkinson’s discovered a decade later.

Parkinson’s terrible symptoms were what subsequent generations of fighters would see and many would avoid.

At the same, time, the best of those generations would always strive to achieve what Ali had in his legacy-defining career. The unusual twist is that Ali never talked about legacy during his battles with Liston, Frazier and Foreman. Who did? It could have been a brand of cologne for all he or anybody else knew.

It became a part of every fighter’s vocabulary because of Floyd Mayweather, Jr., who has said he surpassed Ali. TBE – The Best Ever, Mayweather calls himself, mostly because he is unbeaten (49-0) and Ali wasn’t (56-5). The TBE acronym is on shirts and caps in every size. Just try one on. No legacy is too small or too big.

But this off-the-rack legacy cheapens what Ali did and, in turn, has turned off most of those in the global congregation that mourned his passing.

Mayweather’s real legacy is money. Nobody in any sport has ever earned as much. Maybe, TBE means The Biggest Earner, because that’s what Mayweather is and will be for awhile, if reports of his $240 million for a victory over in May, 2015 are accurate.

In today’s dollars, Ali’s $6 million for his ‘75 victory over Frazier would be about $27 million. Very big money, but just a few more Bugatis in Mayweather’s garage.

Mayweather, a terrific boxer and a better businessman, turned Ali’s legacy into a calculation that enriched him, yet left the rest of the business scrambling in the wake of his victory over Pacquiao.

On-and-off negotiations for Mayweather-Pacquiao inflamed the public’s imagination for years. It’s no coincidence that the global appetite for boxing, dormant for so long, suddenly came alive in anticipation of a bout some thought would be the second coming of Ali-Frazier.

That didn’t happen. Not much of anything happened, other than the consequences. That’s no secret in an ongoing decline reflected in crashing PPV numbers – a reported 400,000 to 500,000 for Pacquiao’s rematch victory over Timothy Bradley in April and 450,000 to 600,000 for Canelo Alvarez’ of Amir Khan in May.

That’s not a legacy anybody would want

In the weeks after Ali’s death, boxing starts over. It’s no coincidence that he will be mentioned often. That will begin June 25 for -versus-Shawn-Porter in a CBS- televised bout at Brooklyn’s Barclays Center.

It will be the first time CBS has televised boxing in primetime since Leon Spinks upset Ali on Feb 2, 1978. Appropriately enough perhaps, it set the stage for another of Ali’s trademark comebacks – a decision over Spinks – the following September for his third heavyweight title.

“With the return of boxing to CBS Primetime, we’ve got big shoes to fill,’’ Stephen Espinoza of Showtime, a CBS subsidiary, said during a conference call this week. “It took something very special for CBS to step back in, and that’s exactly what we have.’’

Call it a moment, a chance, to remind a lost generation of fans that legacy is more than a T-shirt.