James Brown Name Proposed for New Augusta Arena

Deanna Brown Thomas has formally requested that the new Augusta facility bear the name of the legendary performer.

Updated on Sept. 23, 2026 in Dance

Bold vector editorial illustration of a modern arena framework and steel arches in coral and teal, symbolizing municipal development. — Deanna Brown Thomas has proposed naming Augusta's new arena after James Brown, though the Coliseum Authority emphasizes that securing a corporate sponsor remains a financial requirement for the project. AI Illustration. Upload story photo >

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Should local authorities prioritize naming public facilities after community figures instead of seeking corporate sponsors?

Deanna Brown Thomas addressed the Augusta Richmond County Coliseum Authority on September 22, 2026, to propose naming the city's new arena after James Brown. The board maintains that a corporate sponsor must be secured to fund the licensing of the entertainer's name.

Why it matters

The authority cites a financial necessity to sell naming rights to the venue to ensure project funding. Officials are currently working with the developer, Oak View Group, to manage operations and identify a potential sponsor for the facility.

The authority requires a corporate sponsor to fund the licensed use of the name currently held by Primary Wave. Officials are coordinating with developer Oak View Group to finalize the facilitys financial and operational framework.

The players

Deanna Brown Thomas

She is the daughter of the late entertainer James Brown and appeared before the board to advocate for the naming request.

Augusta Richmond County Coliseum Authority

This board oversees the development and operation of local civic facilities including the new arena project.

Cedric Johnson

He serves as the current chairman of the Augusta Richmond County Coliseum Authority.

Primary Wave

This organization owns the assets of the late James Brown and holds the rights to his intellectual property.

Oak View Group

This company is the developer for the new Augusta facility and is responsible for managing its operations.

The details

The proposal follows the ongoing construction of the facility in Augusta Richmond County, which has involved significant infrastructure work. As board members navigate these naming discussions, they are also mourning the loss of colleague Linda Edney-Wiley, who passed away in September 2026.

March 2026: Seventh Street closure began for underground utility work.
September 2026: Board member Linda Edney-Wiley passed away.
September 22, 2026: Deanna Brown Thomas addressed the ARCCA board.
Early November 2026: Seventh Street is scheduled to reopen to traffic.

Industry Dynamics

The demand for corporate sponsorship follows the standard industry practice of selling naming rights to sports and entertainment venues to offset massive capital construction costs. This requirement reflects a broader trend of privatizing the branding of public infrastructure.

Local residents should note that current Seventh Street construction closures will persist until the expected reopening in early November 2026. Future arena events remain contingent on the board successfully securing a naming rights partner.

The takeaway

The authority remains focused on balancing the cultural legacy of James Brown with the practical need for corporate funding. Residents can monitor local board updates as officials continue the search for a naming rights partner.