Potential new name for future Augusta arena not sitting well with some Augustans

Yahoo

22-05-2025

AUGUSTA, Ga. (WJBF)- The Augusta Coliseum Authority recently gave the press updates on construction for the new arena downtown—including the possibility of a name change.
They're expecting to open the arena in May 2027, but a big conversation between now and then is who's name will be on the side of the building.
The Coliseum Authority is currently referring to the new arena as the 'new Augusta Arena'—and not the James Brown Arena—because they're having ongoing discussions about naming rights.
Conversations have now started online, including a local musician starting a petition to send a message that the name change is the last thing some Augustans want to see.
'My first thought was shock, disbelief, and a lot of anger,' said Chavonne Campbell.
Chavonne Campbell is known for entertaining audiences with her voice—the same way James Brown did for many years.
She considers him and the Brown family like her own.
'I consider him my uncle, and I also consider him my hometown hero. He's paved the way not only for many icons that we look up to today in many different genres of music, but he also paved the way for me,' Campbell said.
The old arena was known as the Augusta Civic Center for nearly 30 years since it was built in 1980.
Then, just 4 months before Brown passed, Augusta leaders held a ceremony renaming the arena in his honor in August 2006.
Campbell performed in front of Brown at that ceremony.
'I remember standing on those steps right there performing for him while he sat there in the front,' said Campbell. 'We all gave him his flowers while he was able to see it—so why would you take that away from him when he's not here?'
Coliseum Authority Vice-Chair Brad Usry says they are planning to sell naming rights, but part of the discussion is who that will be sold to.
'It's a standard in the industry to sell the naming rights, but we don't know who that is yet,' said Usry.
He says they do plan to honor James Brown in the new arena—but there are still questions about what that will look like.
'I have no clue, but we will take care of that. But, that is a top priority of ours to take care of James Brown's name. But the standard in the industry is to sell the naming rights,' Usry said.
For Campbell, she says anything less than seeing James Brown's name on the arena wouldn't do the local icon justice.
'We had a whole ceremony naming the entire building the James Brown Arena. We can't just give him a gold medal and then dummy it down to a bronze,' said Campbell.
Campbell's petition already has hundreds of signatures from people around Augusta saying they do not support a name change.
With naming rights in play, The Coliseum Authority has not decided on a name for the new arena for the moment—but they plan to have one by the time it's expected to open in 2 years.
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