Coliseum Authority says naming rights sold; family, commissioners press for clarity on ‘James Brown’ use

The Augusta Coliseum Authority told the Augusta Commission on July 20 that naming rights for the new arena were sold and that legal and commercial constraints influenced what the authority can publicly call the facility.

Chairman Cedric Johnson, appearing before the commission, said renderings and ballots used in earlier public outreach sometimes showed “James Brown Arena,” but that between 2021 and 2023 the authority learned naming-rights agreements had been negotiated and that the authority was advised it could not continue using the James Brown name without written permission from the rights holder.

Johnson told the commission the Bell Auditorium project had more than 32% minority participation and 90% local participation and defended the authority’s record on contracting and outreach. He said arena operators commonly pursue naming rights to supplement operating revenue and avoid future taxpayer subsidies.

Why it matters: commissioners and members of the public have urged the authority to preserve James Brown’s legacy and be transparent about any contracts that affect use of his name. That public pressure has grown after petition drives and public comment asking that the arena retain the James Brown name.

At the meeting, Deanna Brown Thomas, identified herself as a daughter of James Brown, thanked the body for a prior letter of solidarity and urged the commission and the Coliseum Authority to “give the voters what the voters voted for” and “make the James Brown Arena the James Brown Arena in perpetuity.” She said the family is willing to provide whatever paperwork is needed and suggested she and representatives of the rights holder had previously discussed formalizing any permissions in writing.

Several commissioners asked for documentation. Johnson said members of the community and the Coliseum Authority have discussed naming rights with the entity that controls use of James Brown’s name and that he had spoken with the rights holder; he also said no one had produced written documentation to the authority showing a prohibition and asked anyone with paperwork to provide it to the authority. Johnson said the authority offered the rights holder a right of first refusal on naming-rights proposals and that the rights holder had declined that offer but stated it would allow third parties to use the name if a purchaser of naming-rights payments agreed.

Commissioners asked for follow-up and clearer communication. Commissioner Don Clark and others emphasized the community’s emotional attachment and asked for regular updates so the public understands whether the arena name can remain James Brown Arena, whether naming rights could apply to the whole entertainment complex, or if commercial partners would instead use a combined brand (for example, a corporate sponsor’s name paired with an honorific for James Brown).

What commissioners asked the authority to do: Commissioners asked that the Coliseum Authority provide the commission with copies of any contracts, agreements, or written statements from the rights holder and to brief the commission as conversations progress. Chairman Johnson said the Coliseum Authority intends to return with more regular updates and pledged to “make sure his legacy is honored.”

Community response: The commission invited public comment. Deanna Brown Thomas said the family would be willing to provide documentation (she said she would ask the rights holder, referenced in public statements as “Prime Wade”/“primary wave”) to the commission if needed. She said that James Brown accepted recognition during his lifetime and that removing his name after his death would be unacceptable to the family and the community.

What the authority says about finances and hockey: Johnson told the commission the authority expects naming-rights revenue could range from about $1 million to $1.2 million per year, revenue the authority said would help subsidize operations and reduce the need for further taxpayer support. He also said the Coliseum Authority had considered hosting hockey at the arena after receiving professional assessments that such programming would support the venue’s financial sustainability; he said he personally opposed hockey but agreed to follow the recommendation of professional consultants if they showed community benefit.

Next steps: Commissioners asked the Coliseum Authority to (1) share any written materials from the rights holder or contracts, (2) provide the commission with regular updates on naming-rights negotiations, and (3) return to the commission with additional information about the financial assumptions behind naming-rights projections and how any naming arrangement would preserve or recognize James Brown’s legacy.

Ending: Chairman Johnson thanked commission members and Coliseum Authority members in attendance and reiterated the authority’s stated goal of balancing honoring James Brown’s legacy with the need to generate revenue to avoid future taxpayer asks.