On September 7, 1979, the Milwaukee Schlitz made history by participating in the first-ever live sporting event aired on ESPN. This milestone occurred during Game 1 of the American Professional Slow-Pitch Softball League World Series, held at Joecks Field in Lannon, Wisconsin. The broadcast, which featured the Schlitz facing off against the Kentucky Bourbons, marked the beginning of ESPN’s journey into live sports programming. Despite the modest setting and limited audience, the event showcased ESPN’s commitment to expanding sports coverage. The game was broadcast nationally, introducing millions to the emerging world of cable sports television.
The Schlitz’s involvement in this historic broadcast remains a proud chapter in both the team’s and ESPN’s legacy.
