The spot, which will air during Royals games on FOX Sports Kansas City, features Bob Kendrick, president of the Negro Leagues Baseball Museum, discussing the life of O'Neil and the honor of being selected to sit in the Legacy Seat during a Royals game.
"I just think what FOX and the Royals have done to help keep his memory alive is so important," Kendrick said. "It was absolutely brilliant, the notion of doing the Legacy Seat. The idea of recognizing ordinary people who do extraordinary things to help others is the perfect and most fitting way to remember Buck. I was deeply honored to have an opportunity to help promote and encourage people to continue the process of nominating those who embody the spirit of Buck O'Neil."
Since 2007, the Royals have paid tribute to O'Neil by filling his seat -- where he sat as a scout and a fan -- with a community member who best embodies his characteristics. Honorees are honored before the game and receive a plaque commemorating their day. Royals fans can visit royals.com to nominate someone for the Legacy Seat program.
"Everybody who gets a chance to sit in that seat, I think they appreciate that much more what Buck meant to our community," Kendrick said. "To a person, everyone that I've known to have the honor of sitting there, they felt that way, that it was indeed a tremendous honor to sit in Buck's seat."
The Legacy Seat is one of several ways the Royals are partnering with the Negro Leagues Baseball Museum. The team will hold its annual Salute to the Negro Leagues on Saturday, July 21. There will be a Buck O'Neil bobblehead giveaway to the first 20,000 fans, and the Royals and the Minnesota Twins will wear Negro Leagues uniforms.
The Royals and Major League Baseball are also funding a traveling exhibit that will showcase former Negro Leagues players who became Major League All-Stars, which will premiere in Kansas City later this year and then travel to other All-Star host cities over the next several years.
Vinnie Duber is an associate reporter for MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.