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The separation of church and sport appeared a distant memory this summer as dozens of professional baseball teams hosted Faith Nights. That is, until the Atlanta Braves asked Focus on the Family not to return after the major-league debut of the marketing phenomenon.

The Braves partnered with Third Coast Sports, which has promoted Faith Nights since 2003, on July 27 to host a post-game concert by a Christian rock band, a testimony by star pitcher John Smoltz, and an appearance by VeggieTales characters.

As an event sponsor, Focus handed out promotional materials. Within a week, the Braves contacted Third Coast Sports to ask Focus not to return for similar events on August 13 and 26. Braves spokeswoman Beth Marshall declined to provide CT with a reason for the decision.

Rich Bennett, director of marketing for Focus, downplayed media speculation that the Braves asked Focus not to return because of its stance against homosexuality. A better explanation, according to Bennett, may be an article Focus's website posted on July 11 about John Malone, a candidate to become the Braves' owner. A Focus official called Malone "one of the biggest pornographers in America," because his company On Command supplies pornography along with other films to many hotels. The article also mentioned that Citizen magazine, published by Focus, was planning a story about Malone. However, Bennett told CT that Focus's public policy team decided they "have nothing more to say on the subject of the Braves' ownership."

"If that was the Braves' reason [for asking us not to return]," Bennett said, "I think it was a reasonable one."

While sports teams occasionally courted Christians before, Faith Nights began in 2002 as a promotion for the Nashville Sounds, a Milwaukee Brewers minor-league affiliate. After its success—the Sounds often attract their largest attendance on Faith Nights—the organizers founded Third Coast Sports to aggressively market the program.

This summer, Third Coast Sports held more than 60 Faith Nights. The company works mostly with minor-league baseball teams, but they have also partnered with arena football, major-league soccer, and minor-league hockey teams. Brent High, Third Coast Sports president, said the company wants to expand into the NFL, NHL, NBA, and NASCAR.

Except for the occasional Moses or John the Baptist bobblehead giveaway, Faith Nights are inconspicuous during the game, so sports teams will not appear to endorse Christianity. High said Third Coast Sports is trying to reach people through a combination of sports and music, which he considers two of the most culturally relevant types of entertainment.

"We hope to build something that simultaneously achieves the goals of the team, the sponsors, and the local church," High said. "We want to … present the gospel in a new way."

As for the Braves, the team's streak of 14 consecutive playoff appearances came to an end Sunday in Colorado, with a 9-8 loss to the Rockies.

Copyright © 2006 Christianity Today. Click for reprint information.

Focus on the Family's site has more information on its Faith Days sponsorship and its opposition to Liberty Media's purchase of the team.

Liberty Media's purchase is going slowly, reports The Atlanta Journal-Constitution.

Third Coast Sports's site has more information about its marketing efforts.

Coverage of the Braves' Faith Nights, Focus's involvement, and Focus's opposition to Liberty Media includes:

Focus cries foul on Liberty baseball bid | Springs group says 'pornographers' not suited to own Braves (Rocky Mountain News, July 14)

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October 2006, Vol. 50, No. 10