Godfather of Soul's daughter speaks out about new arena's name
AUGUSTA, Ga – (WJBF) – there has been a storm of criticism over the naming of the new arena in Augusta.
We're hearing from the Godfather of Soul's daughter about the possibility of James Brown's name not being on the new building.
The former Civic Center was named the James Brown arena in 2006.
It was recently torn down to make way for a new arena.
Earlier this week, leaders of the Augusta Coliseum Authority announced that it is being called the 'New Augusta Arena' and may not bear James Brown's name.
Fans and family members say the building should not exclude his name.
Here is the statement from James Brown's daughter, Deanna Brown Thomas, and Primary Wave Music:
Statement from Deanna Brown Thomas, Daughter of James Brown:
I remember the day I called my father to tell him the Coliseum Authority wanted to name the Civic Center after him. He was quiet for a moment, then said, 'Thank you, sugar… that's really something.' For him, it wasn't just an honor—it was a symbol. He believed deeply that young Black boys and girls needed to see names like theirs on major institutions so they could believe in their own potential. That arena, with his name on it, stood as a message: 'You can, too.'
The naming of the James Brown Arena was a proud and historic moment—not only for our family, but for the entire Augusta community. It remains the only arena in the world named after a music artist, and it was gifted freely by James Brown himself to the city he loved. His name on that building is a source of pride, legacy, and cultural identity.
Neither our family nor Primary Wave—the current steward of James Brown's name, image, and likeness—has ever objected to his name being on the arena. In fact, we have consistently supported it. We were surprised and deeply disappointed to learn that the Coliseum Authority removed his name, and even more troubled by the false implication that this decision is due to permissions, money or rights issues. Let us be clear: there are no financial demands, no restrictions, and no barriers—only our full support for James Brown's name to remain where it belongs.
The citizens of Augusta have already spoken through their votes and their voices. They asked for a new James Brown Arena to honor the Godfather of Soul and the enduring impact he made—not just on music, but on this city and the world.
We stand united: James Brown's name should stay. It is more than a name—it is a legacy.
Primary Wave Music's statement:
Mr. Brown gifted his name – free of charge – to the Augusta-Richmond County Coliseum Authority. Since becoming stewards of Mr. Brown's legacy, Primary Wave Music has been proud to continue his gift, which remains free of charge. We are appalled that ARCCA is apparently declining continued use of the free license and that its partner is seeking to monetize what has long been a monument to Mr. Brown's generosity and care for his community. We stand with Deanna and the family of James Brown to retain his name on the James Brown Arena. Mr. Brown's name is synonymous with the beautiful city of Augusta. James Brown is more than a name – it is a legacy.
Catie Monck
Primary Wave Music
SVP, Publicity
Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
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