Steve Ross unveils RISE to use sports to combat racism – Sun Sentinel

Steve Ross revealed details Sunday of his plans to use athletes, sports venues and television broadcasts to combat racism in America through the Ross Initiative in Sports for Equality (RISE).

The Miami Dolphins owner, who said the initiative is an outgrowth of the Dolphins’ Bullygate chapter involving players and racist language, unveiled an all-encompassing organization from educating youth on racism through public-service announcements involving sports stars like LeBron James and Tom Brady.

“It’s not that our team had a problem (with racism) or any other team had a problem in sports,’’ Ross said. “Our nation has a problem. The question is how can we use sports, Which is really the common denominator in our country – how can we use that to create change?”

Ross announced the heads of every professional league in America, as well as the leaders of the NCAA, tennis and volleyball, are on RISE’s board of directors along with the TV network heads.

The first public-service announcements for RISE were to air at Sun Life Stadium on Sunday. The national kick-off for network television and PSAs will be next weekend.

“I think it’s just a question of time until we’re on every single game in every single state,’’ Ross said.

Sports has had racial pioneers like Jackie Robinson and Muhammad Ali break barriers and discuss issues. But this is the first time in the United States an organized sports campaign has been built to fight racism.

“We’re not going to solve the issue,’’ Ross said. “No one’s that naïve … But we can have an impact.”