The Whiskey Men Who Helped Launch Muhammad Ali’s Career

words: Aaron Goldfarb

illustration: Brian Scagnelli

“Louisville has its problems like any other place, but there’s also a conviviality about the city. And Ali shared that affection for it — it’s why Brown-Forman would want to invest in him.” says Graham Shelby

For each fight, he [Ali] would take half of his winner’s share — that was a mere $7,165.75 before taxes for a 1963 knock-out of Charlie Powell — and half would be split by the 11 sponsors. There was the same arrangement for his personal appearances, like the $500 he made for a one-minute appearance in the 1962 Jackie Gleason picture “Requiem for a Heavyweight.”

Since Ali’s death in 2016, Brown-Forman has continued their relationship, helping fund Shelby’s film, as well an Ali educational program to go along with it. Click HERE to access the curriculum

“The Brown-Forman/Ali relationship is evidence that people don’t have to agree on everything to do meaningful work together,” says Shelby.

*The illustration was used via screengrab of featured article