AUGUSTA, Ga – () – 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, the Augusta Coliseum Authority’s leaders revealed that the facility will be known as the “New Augusta Arena” and it might not carry 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 recall the moment I informed my father that the Coliseum Authority intended to name the Civic Center in his honor. He was silent for a bit, then quietly said, ‘Thank you, sugar… that’s really something.’ To him, this wasn’t merely an honor—it was a symbol of motivation. He strongly felt that young Black boys and girls needed to witness names like theirs on significant buildings to believe in their own capabilities. Having his name on that arena conveyed a powerful message: ‘You can, too.’
Naming the arena after James Brown was a moment of pride and history—not only for our family but for the whole Augusta community. It stands as the sole arena globally named after a musical artist, and James Brown generously offered it to the city he cherished. His name gracing that facility symbolizes pride, heritage, 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
