News Summary
During a recent meeting, Augusta-Richmond County Coliseum Authority discussed the naming rights of the new arena, focusing on the use of James Brown’s name. Deanna Brown, daughter of the music icon, voiced concerns about the possibility of the authority not honoring her father’s legacy. Community members and Augusta commissioners expressed strong support for retaining the name, highlighting its importance to local culture and identity. As discussions continue, the focus on financial sustainability and naming rights remains crucial for the arena’s future.
Augusta, Georgia – During their monthly meeting on June 24, 2025, the Augusta-Richmond County Coliseum Authority addressed growing concerns and misinformation surrounding the naming rights of the new arena. The authority’s discussions have raised significant public interest, particularly regarding the potential use of the iconic musician James Brown’s name.
Deanna Brown, daughter of the late James Brown, expressed her dismay at the possibility that the Coliseum Authority might forgo the use of her father’s name for the new venue. She claimed that the authority possesses rights to use Brown’s name through a free license from Primary Wave, the company that holds the rights to his name, image, and music. This revelation has sparked a vigorous debate about the future of the arena’s title.
Chairman Cedric Johnson clarified that while Primary Wave allows the use of the James Brown name without cost, a paid sponsor is essential to avoid imposing financial burdens on taxpayers for maintenance and utility costs. Johnson revealed that since 2021, he had maintained discussions with Primary Wave regarding the naming rights. However, it was clear that the company preferred not to directly pay for those rights, permitting instead a sponsorship arrangement that relied on external funding.
The arena, currently referred to as the “new Augusta arena,” serves as a temporary designation until a definitive sponsor is identified. The Coliseum Authority had previously shown their intention to honor Brown’s legacy by including references to the “James Brown Arena” in early architectural drawings and promotional materials pertaining to the new facility.
Frustration was palpable among Augusta commissioners, who underscored that the “James Brown Arena” name was a crucial commitment made to voters when a special sales tax was approved to fund the arena’s construction. At a recent commission meeting, a unanimous vote was cast, urging a letter of solidarity to support the retention of the James Brown name, showcasing strong community support for the legacy of the music legend.
Community engagement via surveys indicated that nearly 60% of participants favor retaining the James Brown name, showcasing the name’s importance to local identity and cultural heritage. Moreover, a change.org petition advocating for the name has amassed over 2,700 signatures, reflecting a grounded, grassroots push for the name amongst residents.
Commissioners have openly voiced their disappointment over the perceived lack of transparency from the project’s leadership regarding the naming rights. Some officials have even indicated that they felt misled by the authority’s earlier assurances of James Brown’s name being a part of the arena’s title.
The significance of James Brown’s name extends beyond mere branding for some community members; it embodies inspiration and cultural pride, especially for young black children seeking role models. This sentiment was highlighted during discussions surrounding the issue, reinforcing the need for careful consideration as the arena’s final name is deliberated.
The financial viability of the arena is also an essential aspect of these discussions. Chairman Johnson acknowledged the importance of establishing a sustainable revenue stream to fund operational and maintenance costs. The naming rights are poised to be a crucial component of generating the necessary revenue for the arena’s future operations.
Sprawling ten stories tall, the new arena is designed to host approximately 100 events each year, ranging from family shows to hockey matches, and live music performances. It aims to offer an array of premium options, including suites, box seating, and party facilities for attendees. The physical and functional attributes of the arena indicate a significant investment in the city’s entertainment infrastructure.
Despite the ongoing debates concerning its name, the Coliseum Authority has committed to honoring James Brown’s legacy in some form within the new venue. However, the final decision on the name remains pending, with various stakeholders, community members, and Brown’s family pushing for a resolution that meets the collective hopes of the Augusta community.
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Additional Resources
- WRDW: James Brown’s Family Pushes Original Name for Arena
- Augusta Chronicle: Augusta Commission Writes Letter Against Renaming Arena
- WJBF: Augusta-Richmond County Coliseum Authority Addresses Naming
- WRDW: Video on James Brown’s Family Efforts
- Augusta Chronicle: Update on New James Brown Arena
- Wikipedia: James Brown
- Google Search: James Brown arena
- Google Scholar: James Brown arena
- Encyclopedia Britannica: James Brown
- Google News: James Brown arena
