The Atlanta Journal-Constitution
Franchise history important to fans
There has been much controversy in recent months over the use of such sports nicknames as the Redskins, Indians and our hometown Braves. As a Braves fan throughout my 19 years, I strongly believe the name of the team should remain the same. As we are turning a page in society, with so many things changing, we should definitely remain cognizant of equality and the comfort of all races.
However, the storied history that goes along with this name is unbelievably important to the countless Braves fans, dating to 1871. I understand the Tomahawk Chop is most likely going to become a thing of the past, as it was scrutinized by opposing players in last year’s National League Division Series. I also can see how the name Redskins could be viewed as controversial to some nationalities, as it identifies a group of people strictly by their skin color.
However, I do not agree with the arguments made by many people that say the Braves’ moniker is offensive to Native Americans. The changing of this name would permanently alter the history of this storied franchise and baseball all together. To fully understand the topic, it is important to understand what the name is in reference to. The term “Brave” was synonymous with “Warrior,” and was given to those who gained respect and performed courageous acts in the tribe. Becoming a Brave was an important rite of passage into manhood in the eyes of the American Indians. In that light, any player who dons the word “Braves” on their chest is honoring the people who came before them in our great land.
Braves fans remember Chief Noc-A-Homa, the light-hearted mascot for the team in the ’60s, ’70s and ’80s. As we know, that would not be acceptable in today’s climate, which is why the Braves have had no affiliation with any Indian logo since the mid’80s.
Baseball always has been a sport that brings all people together no matter their race, creed or color, and the Braves are a prime example of that. The franchise has had a history of great minorities — on the field and in the front office — who wore the logo with pride, not to mention the Braves hired the first African-American general manager in MLB history, Bill Lucas.
Despite all of this, I cannot make a complete judgment on the matter, as
I am not a person with Native American ancestry in my blood. A 2016 poll taken by the Washington Post found 90% of current Native Americans found no problem with the use of these names to depict sports teams. So I ask this of those in favor of the change: What has changed so much in four years that would warrant the change of this name? Also, if Native Americans see no problem with the name, then why would we take this drastic step? If they are not the most important voice on this matter, then who is?
It was time for a discussion. No agenda. No campaign. No ulterior motive.
There has been some degree of controversy surrounding the Braves name and to a greater degree the Tomahawk Chop and chant. It surfaced last year during the Braves’ playoff series with the Cardinals. It surfaced again recently with the NFL’s Washington Redskins and MLB’s Cleveland Indians acknowledging thoughts of a name change because of the Native American portrayal and imagery.
Just a few years ago, Washington owner Daniel Snyder vowed the team name would never, ever be changed and here we were. Should the Braves be next?
Let’s talk.
In coordinating our package of stories, we were adamant in presenting three sides to this impassioned debate — those of the Native American, the Braves and the fans. The stories, including several opinions from Braves fans, are accompanied by the results of a seven-question survey. Mission accomplished.
Certainly, starting such a discussion opens the door for criticism from those who question our motives. You should have seen the reaction
Bob Dickinson has an idea. At a time when teams — Washington’s NFL club, Cleveland’s baseball franchise — face pressure to change their names, he believes the Atlanta Braves will soon face similar heat. He believes he has a solution.
It consists of changing one letter. Instead of the Atlanta Braves, they would be the Atlanta Brave. No “s”, no plural.
Dickinson came here in 1982 to work for the Falcons as assistant media relations director. After five years there, he spent eight at Turner Sports, handling publicity for, among other things, Ted Turner’s short-lived Goodwill Games. Still an Atlantan, Dickinson has his own PR consulting group. He has spent more than 40 years working in sports, entertainment and television. He played baseball at Furman. He has been a Braves fan since they were in Milwaukee. He knows the territory.
Last month he emailed this correspondent. His proposal: “The Braves go on the offensive (before they’re set back on their heels) and tell everyone they get it. The time for change has come. Therefore, they will be changing the name of the team from the Atlanta Braves to the Atlanta BRAVE (singular). In so doing, they will commemorate brave, notewor- thy and laudatory players who have taken the field over time, BUT ALSO the brave men and women of Atlanta who have battled so hard over the years to make it the City Too Busy to Hate — Dr. Martin Luther King Jr., Andy Young, Ralph David Abernathy, John Lewis, Billy Payne, Herman Russell, Ted Turner, Jimmy Carter, et cetera.”
Having grown up in the ’60s, Dickinson recalls the unrest of that decade. In an email to Braves chairman Terry McGuirk, he wrote: “With all the social and racial unrest that is
— on social media and my email inbox — decrying our coverage of the controversy before Game 5 of that National League Division Series last year. You know, when the Braves did not distribute foam tomahawks and then promptly surrendered 10 firstinning runs in an elimination loss — and we were part of the reason.
A couple of my favorites from this occurring, it’s just a matter of time before that drum starts to bang again for the Braves to change their name. This time could be different, though. And you could be in position to direct its path with history-making, industry-shattering leadership.”
The Braves’ position is that they have no plans to change their name, that they consider “Braves” a celebration of Native American life. They point to their relationship with Cherokee Nation as proof that Native Americans agree.
Dickinson and I spoke last week. Excerpts of the conversation follow.
Why this, and why now?
I think things have changed. A year ago, I would have been entirely in (the Braves’) camp. I think what we have seen happen in this country the last couple of months, the last year or so, has caused a lot of us to look at things differently. And I think that means a lot of us in the sports world, which is why you see so many sports figures speaking out the way that they are. I think what I have suggested is nothing but a win-win for everybody.
Do you find “Braves” objectionable? (For the record, Dickinson is white.)
I actually don’t. I have always felt like they were using that to honor the Native Americans, not to denigrate them. But I week in preparing our stories:
One, when I solicited reader opinions on Twitter: “And HEEEEEEERE we go. Knew this was coming. #journalism.” I’m pretty sure the poster was being sarcastic.
Another, a Facebook comment on the fan survey: “Ultimate click bait ... without even opening the link I know that (a) it is overwhelmingly No, and (b) there will be a half dozen ads that will generate revenue for the AJC!”
I don’t know if that reader answered our survey, but I’m positive my pay will be the same this week.
Seriously, there is nothing wrong with some good, healthy debate. To be as transparent as possible, that was our motive in presenting this series of stories. Maybe years down the road, The Atlanta Journal-Constitution will examine the same subject. Maybe there will be stories on the Atlanta Braves winning another World Series title — in front of raucous, chopping, chanting crowd. Maybe there will be stories on the Atlanta (Insert Name Here) winning another World Series title — in front of a raucous crowd.
Either way, let’s keep having healthy discussion — about such a nuanced debate or whether they really tried a sacrifice bunt in the seventh inning.
Keep reading. Keep talking. don’t believe that’s the way a lot of the public is looking at things now, and I think it’s going to continue to move in that direction.
Do you believe, for those who believe the Braves should change their name, changing one letter would suffice?
I think it definitely would, especially if they choose — and this would be a really key part of it — to honor the brave men and women that have made Atlanta the great city that it is. White, Black, male, female, Native American.
Was this idea something you’d been pondering?
It was actually a bolt from the blue. I was just kind of sitting here realizing that these issues were going to rear their heads for teams that had names that were objectionable, mostly Native American — Warriors, Redskins, some of the colleges that fight the same battle. I can’t see the Braves ever being called anything like the Peaches or Wolverines or any other name that you could come up with. And I said, “What would be a really honorable name for them to gravitate to?”, and I just thought, Well, just drop the ‘s’ and you could make a lot of positivity out of it.”
Dickinson ran his proposal past Bob Hope, who handled PR for the Braves in the ’70s — the team was hearing change-thename demands even then — and stands as the dean of Atlanta publicists. Said Hope: “I told him it was probably the most elegant solution I’ve heard. I favor the traditional name and consider it a tribute, but I understand the sensitivity and momentum of it.”
Said Dickinson: “If anybody has been the consummate publicist for the Braves over the years, it’s Bob. … That was enough solidification for me to believe it’s a really good idea.”
Being a PR person, Dickinson can envision the campaign. “From a revenue standpoint, think of the people who would want commemorative merchandise from the existing name,” he said. “You could do really well with that until the new season, and they could have a huge ceremony to induct the first wave of brave Atlantans. Do a poll to suggest names, a poll to select names, get corporate Atlanta to help them reposition and get behind their new positioning. They could actually one-up everybody who’s looking to change their name.”
Dickinson concedes his plan might not be received well by the Braves themselves. “I may never be able to walk into The Battery unannounced again,” he said. He also said this: “It basically comes down to, you’ve got to do the right thing. I’ve gotten old enough that I realize that. You’ve got to do the right thing.”