Ted Turner was Braves’ manager for a night during prolific media mogul career

Ted Turner, the legendary businessman and philanthropist, passed away Wednesday at the age of 87.

His obituary contains layers upon layers, including his status as the founder of cable news, when he formed Cable News Network, now known as CNN. Turner began his career as the head of the advertising agency his father formed, Turner Advertising Company. That is the outlet that Turner spun into WTBS, the first nationally distributed “superstation” in the United States. This network helped change television forever, even before Turner launched what we now call CNN.

But of course, Turner’s legacy also contains two sports layers, and as this is a sports website, we need to discuss those. There is his journey in the world of professional wrestling, where he was an owner of World Championship Wrestling (WCW), and there is his ownership in various Atlanta franchises, most notably the Braves, Hawks, and Thrashers.

There is also his short-lived — as in one day — stint as the manager of the Braves.

If you’ve forgotten that, or are just learning this today, let’s take a step back. During the 1970s, Turner was compiling several broadcast networks in the South, networks that would eventually fall under the TBS umbrella. This is when Turner reached an agreement with the Braves to broadcast their games on WTCG, one of the stations Turner owned, and a station that, thanks to satellite technology, was being beamed into nearly two million households.

Turner, after reaching that initial agreement with the Braves, turned around to sell the broadcasting rights to stations in 24 other states, creating a massive network for Atlanta’s baseball team. With this near-monopoly on Braves media rights, Turner was able to purchase the club — along with the Hawks — ahead of the 1976 season.

He was nowhere near a hands-off owner.

Turner sparked controversy early in 1977 when he reached an agreement with San Francisco Giants outfielder Gary Matthews, before his contract with the Giants had expired. MLB commissioner Bowie Kuhn dropped the hammer on Turner, suspending him for a season for contract tampering. Undaunted, Turner fought the suspension in court while he remained in control of the team.

Then came May of 1977.

Atlanta had gotten off to a dismal start that year, and limped into their game against the Pittsburgh Pirates on May 11 with an 8-21 record, and in the middle of a 16-game losing streak. The team had lost a double-header the day before. That afternoon, Turner told manager Dave Bristol to take ten days off.

Turner was going to manage the team.

Hall of Fame pitcher Phil Niekro, who was set to start the game for Atlanta, recalled this moment during batting practice.

“I just got through swinging in the cage, and I came out and walked behind the batting cage for the next round and Ted came out of the dugout and he walked behind the batting cage,” said Niekro. “I looked at him and jokingly I said, ‘Ted, what spot you got me hitting in today?’ And he said, ‘Hell, I don’t know. You want to lead off? You want to hit second or third? We just lost 16 in a row. You’ve been around here long enough. Hit wherever you want to.’

“I said, ‘I don’t think that’s going to work, Ted. Put me in that ninth spot.'”

There was Turner, wearing 27, managing the team he owned.

Atlanta lost that night, dropping to 8-22 on the season. While Turner did not make many managerial decisions during the loss — deferring most of them to third-base coach Vern Benson, he did make one. With Atlanta trailing 2-1 in the ninth, calling on reserve infielder Darrel Chaney to pinch-hit with a runner on first.

“I wasn’t much of a hitter, but I had never been asked to pinch hit right-handed in my whole career,” Chaney years later. “So we get in that ninth inning and we get a guy on base and Turner says, ‘Chaney, grab a bat.’ I looked over at my roommate, Rod Gilbreath, and I said, ‘Can you believe this?'”

The switch-hitter dug into the batter’s box against lefty John Candelaria, and laced a ground-rule double to left-center field. Had the ball stayed in the park, it might have brought the runner home to tie the game.

Instead, Pittsburgh brought in Goose Gossage, who closed out the game by stranding runners on second and third.

Despite the loss, Turner was upbeat in defeat.

“I can remember coming off the field, and of course 17 in a row is hard to take,” said Chaney. “And Ted was walking into the clubhouse and, just as loud as he always was, ‘How you like that move, I put Chaney in there!’ We had lost the game. ‘How you like that move putting Chaney in there, hitting that double!’ you know.”

However, MLB had seen more than enough of Turner in the dugout. Citing a rule that anyone who owned stock in a team could not manage it, he was barred from getting back in the dugout the following game.

“They must have put that rule in yesterday,” Turner told the media the next day. “If I’m smart enough to save $11 million to buy the team, I ought to be smart enough to manage it.”

Speaking after the season to Playboy, Turner recalled that he just wanted to see, from the dugout, what was going wrong with his team.

“When things are gong bad, there are 10,000 guys in the stands who think, ‘If I could just take over this ballclub for a while, I’d straighten them out,'” said Turner. “But Kuhn said I couldn’t manage again. I asked him if it was OK if I went and managed in the minors for a year and really learned how to do it. He said, ‘Nope.'”

Bristol returned as manager a few days later and closed out the season for Atlanta, and the Braves finished 61-101.

But Turner must have learned something that night.

As he hired Bobby Cox in the offseason.

Although even that took some time to get right, as it was during Cox’s second stint that the Braves enjoyed an extended run of success, including winning the 1995 World Series.

Because Turner fired Cox after the strike-impacted 1981 season. In his trademark fashion, he quipped to the media after being asked who he wanted as the team’s next manager “[i]t would be Bobby Cox if I hadn’t just fired him. We need someone like him around here.”

A tip of the hat to Ted Turner, entrepreneur, philanthropist and yes, MLB manager.