Atlanta Hawks majority owner Bruce Levenson announced on Sunday that he will sell his controlling interest in the team after sending a racially charged email to several team executives in August of 2012. Levenson self-reported the offensive email to the NBA in July, just a few months after the infamous Donald Sterling saga began.
The email detailed his observation that the majority of fans commonly in attendance at Hawks games were African-American, and elaborated on actions that he felt the team should take in an effort to attract more white fans to games. In addition, Levenson also noted that most of the team’s cheerleaders were black, and that most of the music played in the arena was of the hip-hop or gospel genre.
In perhaps the most alarmingly offensive part of the email, Levenson wrote,”My theory is that the black crowd scared away the whites and there are simply not enough affluent black fans to build a significant season ticket base.”
In response to today’s news, NBA commissioner Adam Silver released the following statement:
“Following Bruce Levenson notifying the league office this July of his August 2012 email, the NBA commenced an independent investigation regarding the circumstances of Mr. Levenson’s comments.
Prior to the completion of the investigation, Mr. Levenson notified me last evening that he had decided to sell his controlling interest in the Atlanta Hawks. As Mr. Levenson acknowledged, the views he expressed are entirely unacceptable and are in stark contrast to the core principles of the National Basketball Association. He shared with me how truly remorseful he is for using those hurtful words and how apologetic he is to the entire NBA family – fans, players, team employees, business partners and fellow team owners – for having diverted attention away from our game.
I commend Mr. Levenson for self-reporting to the league office, for being fully cooperative with the league and its independent investigator, and for putting the best interests of the Hawks, the Atlanta community, and the NBA first.
We will be working with the Hawks ownership group on the appropriate process for the sale of the team and I have offered our full support to Hawks CEO Steve Koonin, who will now oversee all team operations.
The NBA and its teams have long had in place anti-harassment and anti-discrimination policies in order to facilitate respectful and diverse workplaces. Earlier this summer, the league re-doubled its efforts by, among other things, making it mandatory for all league and team personnel to receive annual training on these issues.”
In a statement of his own, Levenson apologized and expressed his regret for sending the email:
“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 cliched 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.
Hawks CEO Steve Koonin will oversee all team operations and take all organizational reports as we proceed with the sale process.
I’m truly embarrassed by my words in that e-mail, and I apologize to the members of the Hawks family and all of our fans.
To the Hawks family and its fans, you have my deepest gratitude for the past ten years. Working with this team and its extraordinary executives, coaching staff, and players has been one of the highlights of my life. I am proud of our diverse, passionate, and growing legion of Hawks fans, and I will continue to join you in cheering for the best team in the NBA.”
Koonin, in a statement he released of his own, called Levenson’s comments “alarming, offensive and most of all, completely unacceptable.”
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