Ted Turner, a name synonymous with the Atlanta Braves and their evolution into a nationally recognized team, embarked on a path that forever changed Major League Baseball. Known for establishing the Braves as “America’s Team,” Turner’s journey from media mogul to MLB influencer was filled with both innovation and controversy.
In 1976, after acquiring a television station that broadcasted Braves games across the South, Turner purchased the Braves, along with the Atlanta Hawks, setting his sights on not just improving the team’s performance but also expanding their audience. His ambition led to the signing of star pitcher Andy Messersmith and the creation of the WTBS TV 17 ‘superstation,’ which would later transform into the Turner Broadcasting System (TBS), bringing Braves baseball into homes nationwide.
Turner’s unconventional approach often clashed with MLB officials, notably when he assigned Messersmith the number 17, dubbing him “Channel” to promote his TV station, and again when he prematurely signed outfielder Gary Matthews. These actions incurred the wrath of MLB Commissioner Bowie Kuhn, resulting in fines, draft pick losses, and a suspension for Turner, though he successfully overturned the penalties through legal appeal.
The most memorable, or notorious, of Turner’s stunts occurred on May 11, 1977, during a game against the Pittsburgh Pirates. In the midst of a losing streak, Turner took over as manager, a move that was quickly blocked by National League president Chub Feeney and Commissioner Kuhn, citing rules against owners managing their teams. Turner’s rebuttal highlighted his belief in his ability to manage the team as well as he managed his business.
Turner’s brief tenure as manager ended with a 0-1 record, but his impact on the Braves was undeniable. By 1978, he doubled the team’s attendance, and although they finished last in the NL West, the foundation was laid for future success. The Braves of the 1990s, built under Turner’s ownership, would become a dominant force in baseball, a testament to his vision and tenacity.
Ted Turner’s legacy with the Atlanta Braves is a story of a man whose love for the game and business acumen reshaped a franchise, making it a beloved national institution. Despite the controversies, his contributions to baseball and sports broadcasting are undeniable, marking him as one of the most influential figures in MLB history.