Read time: 7 minutes

NBA's Atlanta Hawks Owner Selling Team After Racist Email Comes To Light

Atlanta Hawks owner Bruce Levenson admitted to sending out a very racist email about the fan base that supports his team and is selling the club immediately.
NBA's Atlanta Hawks Owner Selling Team After Racist Email Comes To Light

Just as the ink is cooling off the deal between Donald Sterling and Steve Ballmer following the sale of the Los Angeles Clippers, Atlanta Hawks owner Bruce Levenson has admitted to sending out a racist email and is selling the team immediately.

“Over the past several years, I've spent a lot of time grappling with low attendance at our games and the need for the Hawks to attract more season ticket holders and corporate sponsors. Over that time, I've talked with team executives about the need for the Hawks to build a more diverse fan base that includes more suburban whites, and I shared my thoughts on why our efforts to bridge Atlanta's racial sports divide seemed to be failing.

In trying to address those issues, I wrote an e-mail two years ago that was inappropriate and offensive. I trivialized our fans by making clichéd assumptions about their interests (i.e. hip hop vs. country, white vs. black cheerleaders, etc.) and by stereotyping their perceptions of one another (i.e. that white fans might be afraid of our black fans). By focusing on race, I also sent the unintentional and hurtful message that our white fans are more valuable than our black fans.

If you're angry about what I wrote, you should be. I'm angry at myself, too. It was inflammatory nonsense. We all may have subtle biases and preconceptions when it comes to race, but my role as a leader is to challenge them, not to validate or accommodate those who might hold them.

I have said repeatedly that the NBA should have zero tolerance for racism, and I strongly believe that to be true. That is why I voluntarily reported my inappropriate e-mail to the NBA.

After much long and difficult contemplation, I have decided that it is in the best interests of the team, the Atlanta community, and the NBA to sell my controlling interest in the Hawks franchise.

I'd tell you what the new NBA commissioner said in response to this but who nobody gives a sh*t.

Here's a good portion of the email itself and you'll understand why he's not trying to save himself.


↓ Story continues below ↓

4. Regarding game ops, i need to start with some background. for the first couple of years we owned the team, i didn't much focus on game ops. then one day a light bulb went off. when digging into why our season ticket base is so small, i was told it is because we can't get 35-55 white males and corporations to buy season tixs and they are the primary demo for season tickets around the league. when i pushed further, folks generally shrugged their shoulders. then i start looking around our arena during games and notice the following:
-- it's 70 pct black-- the cheerleaders are black-- the music is hip hop-- at the bars it's 90 pct black-- there are few fathers and sons at the games-- we are doing after game concerts to attract more fans and the concerts are either hip hop or gospel.

Then i start looking around at other arenas. It is completely different. Even DC with its affluent black community never has more than 15 pct black audience.

Before we bought the hawks and for those couple years immediately after in an effort to make the arena look full (at the nba's urging) thousands and thousands of tickets were being given away, predominantly in the black community, adding to the overwhelming black audience.

My theory is that the black crowd scared away the whites and there are simply not enough affluent black fans to build a signficant season ticket base. Please dont get me wrong. There was nothing threatening going on in the arena back then. i never felt uncomfortable, but i think southern whites simply were not comfortable being in an arena or at a bar where they were in the minority. On fan sites i would read comments about how dangerous it is around philips yet in our 9 years, i don't know of a mugging or even a pick pocket incident. This was just racist garbage. When I hear some people saying the arena is in the wrong place I think it is code for there are too many blacks at the games.

I have been open with our executive team about these concerns. I have told them I want some white cheerleaders and while i don't care what the color of the artist is, i want the music to be music familiar to a 40 year old white guy if that's our season tixs demo. i have also balked when every fan picked out of crowd to shoot shots in some time out contest is black. I have even bitched that the kiss cam is too black.

Gradually things have changed. My unscientific guess is that our crowd is 40 pct black now, still four to five times all other teams. And my further guess is that 40 pct still feels like 70 pet to some whites at our games. Our bars are still overwhelmingly black.

This is obviously a sensitive topic, but sadly i think it is far and way the number one reason our season ticket base is so low.

And many of our black fans don't have the spendable income which explains why our f&b and merchandise sales are so low. At all white thrasher games sales were nearly triple what they are at hawks games (the extra intermission explains some of that but not all).

Regardless of what time a game starts, we have the latest arriving crowd in the league. It often looks and sounds empty when the team takes the floor.

In the past two years, we have created a section of rowdy college students that has been a big plus. And we do a lot of very clever stuff during time outs to entertain the crowd. Our kiss cam is better done than any in the league.

We have all the same halftime acts that other arenas have but i question whether they make sense. people are on their cell phones during half time. i wonder if flashing on the scoreboard "$2 off on hot dogs during halftime tonight" just as the half ends would be a better use of our halftime dollars and make the fans happier.

We do all the usual giveways and the fans are usually their loudest when our spirit crew takes the floor to give away t-shirts. It pisses me off that they will yell louder for a t-shirt then for our players.

Our player intro is flat. We manufacture a lot of noise but because of the late arriving crowd and the fact that a lot of blacks dont seem to go as crazy cheering (another one of my theories) as whites, it is not great. Even when we have just returned from winnng four straight on the road, i am one of the few people in the arena standing and cheering when our team takes the floor. Bob has kicked around ideas like having the starters coming down aisles rather than off the bench during intros. Sounds cool but may highlight all the empty seats at the start of games.

Not enough of our fans wear hawks jerseys to games. i have just begun to push for ideas like discount food lines for folks wearing jerseys, special entrances, etc. I think we need a committed and perhaps incentivized fan club. We need to realize atl is simply different than every other city. Just adopting nba best practices is not enough. we have to create our own.

I am rambling and could probably go on forever. If you have any specific areas you would like my thoughts on, let me know.

Best,Bruceps -- I have cc'd todd and ed so they can chime in with additional or different thoughts.Sent from my iPad

Comments

We welcome relevant, respectful comments. Any comments that are sexist or in any other way deemed hateful by our staff will be deleted and constitute grounds for a ban from posting on the site. Please refer to our Terms of Service (revised 3/17/2016) for information on our posting policy.