How John Howard stepped in to protect Don Bradman’s name

#According to documents released today by the #National #Archives of #Australia, #Mr #Howard urged his cabinet to amend the #Corporations #Act, to be drafted by assistant treasurer #Rod #Kemp, which would confirm #Bradman’s unique status among #Australians and elevate the protection of his name to a statutory level.

#Mr #Howard had a few months earlier delivered the inaugural #Bradman oration in #Melbourne, where he described the then 92-year-old as “a man representing many of the values, much of the character of his countrymen”.

“#Even now, in another century, in a world scarcely recognisable to that in which he played, the name #Bradman resonates with meaning – talent, determination, commitment, fair play, honour,” #Mr #Howard said.

“#What then does this say about #Bradman and what does it say about #Australians that #Bradman was so elevated to the honoured status that he now occupies in the national psyche?”

#By #October 11 the legislation had passed #Parliament adding #Sir #Donald’s name to a select group whose names may not be used to register a company name if a connection, which does not exist, with one of these people or organisations, is suggested.

#Members of the very special club include all members of the royal family, persons in receipt of royal patronage and ex-serviceman’s organisations. #In adding #Sir #Donald’s name to this hallowed list his status as an icon in the development of a unique #Australian identity along with the #Queen and the “#Aussie #Digger” was assured.

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#After negotiations with the #Bradman #Foundation the cafe owners dropped plans for the cricketing theme and agreed to identify themselves, by location, as “#Bradman #Drive #Cafe #Restaurant” rather than attempt to link the cafe with #Sir #Donald himself.

#But years later the family was still fighting to protect the name when #Bradman’s son, #John, and two other executors of the late #Australia #Test captain’s estate sued the firm, #Allens #Arthur #Robinson, alleging it was negligent in assigning the cricketer’s name.

The #Bradman family’s displeasure became public in 2005 when a food company was licensed to market “#Bradman” chocolate chip cookies in #India. #At the time the family described #Bradman as “a loved and missed family member, not a brand name like #Mickey #Mouse”. The matter was settled out of court.

#Bradman died just a month after the road in #Adelaide was renamed.