When passions turn to football, one name that
resounds is Bud Leonard ’50, ’53, ’76.
Thanks to a major gift from an anonymous donor, the
field that will soon again see NCAA football action will
bear the name of the former player and longtime Lamar
advocate. Each fall, untold thousands will pass through the
entrance to W.S. “Bud” Leonard Field on their way to see
the Cardinals clash on the gridiron.
Celebrated as a leader on and off the field, Leonard
was honored by community, friends, students and staff of
the university in the Cardinal Hall of Honor Aug. 25 in a
news conference where the naming was announced.
“In appreciation of this most generous gift to the
university and the Lamar football program, its students,
and the people of Texas, particularly Southeast Texas, the
stadium playing field will be named the W.S. “Bud” Leonard Field,” said James Simmons,
president of the university.
“I want to thank my dear, longtime friend who made the anonymous gift to make
this possible,” Leonard said. “When he and Jimmy talked to me about this, I want you to
know I turned into a lump of silly putty. You touched me, Jimmy, you and our friend,
that day.”
When Leonard came to Lamar University (then Lamar Junior College) in 1948,
he came to play football. Sixty years and three degrees later, he remains one of its most
ardent cheerleaders.
“Bud Leonard is a well-respected alumnus and retiree of Lamar University,”
Simmons said. “Bud has a great love for football and for Lamar. As a young man, Bud
played his heart out for Lamar. Throughout his career and beyond he has been devoted to
this institution, its students, student athletes and alumni. I cannot think of a more fitting
honor than to name this field for him.”
“Let me tell you what Lamar has done for me,” Leonard said. “My life. Lamar gave
me my life. I couldn’t have even thought about a college education without that scholarship. I got an education that led to a chance to go to Officer Candidate School, a chance
to become a naval aviator, a career in the advertising business, a career at Lamar … and
here I found my bride.”
At the news conference, a plaque on the wall reflecting Leonard’s football career —
he was inducted into the Hall of Honor in 1974 — was among the many detailing the
exploits of the university’s collegiate athletes through the years. “Bud was the organizing
president of the Hall of Honor,” Simmons said. “The first meetings were held in his
home. We have a Hall of Honor, really, because of Bud’s vision.”
Nearby, a large rendering of the planned brick-and-iron-gated portico entrance with
the lettering W. S. “Bud” Leonard Field was on display.
Legendary Austin High coach Stan Lambert, who had led the Maroons to several
conference titles from 1936 to 1947 before joining the Cardinal coaching staff, brought
Leonard to Lamar. Leonard had played high school ball for Lambert and the two “graduated”
together to junior college play. Austin High School named Leonard a Distinguished
Alumnus in 1988.
“My aspirations were to be able to complete college,” Leonard said. “I had grown
up in Austin in the shadow of the University of Texas. All I ever heard was how tough
college was going to be … and I was the first in my family to go. I knew how to play
football, but I was scared to death.”
Whatever his motivation, it didn’t take long for the strapping Naval Reserve seaman
recruit to start scoring points. He won the John Gray Award for the graduate athlete withthe highest scholastic average. And in 1949, as a left guard he helped lead the Cardinals to
a conference co-championship. Leonard is most proud to have been elected co-captain of
the team by his peers and that the team was ranked No. 1 that year in the Williamson Poll.
Leonard played two years for Lamar Junior College, then, in 1950, played an
independent schedule as Lamar made the transition from two- to four-year status. He
played two more years for Lamar State College of Technology.
“Because of that year of transition, I still had a year of eligibility left when I graduated.
Coach Woodard (Lamar’s new head football coach) didn’t seem too interested when I
mentioned it,” he said with a chuckle.
Leonard received his associate in arts diploma in 1950, but didn’t stop there. By
1953, he had earned a bachelor’s degree in physical education, all the while serving in the
Naval Reserve.
Upon graduation, he attended Officer Candidate School in Newport, R.I., being
commissioned in November 1953. Then, he set his sights even higher — as a Navy pilot.
He earned his wings of gold in 1955.
Eighteen months later, he served his Far East duty flying Douglas Skyraiders from
the aircraft carrier USS Wasp in a tour that took him from California to Hawaii, Guam,
Japan and the Philippines. He was released from active duty in 1957.
With all he had accomplished, Leonard had not yet tried his hand at the one thing
he might have studied under different circumstances — commercial art and advertising.
Some well-meaning teachers talked him out of it in favor of a degree in education.
Experience had sharpened his confidence, and, upon his return from military service,
Leonard took on the advertising business.
Twenty years later, Leonard had amassed an impressive career, rising to senior vice
president of the Beaumont office of Goodman, Dannenbaum, Littman and Wingfield, a
leading ad agency.
For his alma mater, Leonard had helped to organize an ex-lettermen’s club in
1961, which later became the Cardinal Club. He was a charter member and second
president of the Cardinal Club and served on various university committees.
When Lamar President John Gray called on Leonard in 1975, “I thought he
wanted me to serve on another committee,” Leonard said, “but he wanted me to
come to work for Lamar.”
During his 19 years in university relations and development, Leonard never
stopped learning. In 1977, he earned his third Lamar degree — a master’s in communication.
During this time, Lamar saw steady growth in the level of gifts and donations,
including several significant planned gifts, and the establishment of the university’s
first endowed academic chairs. Leonard was a charter member of the
Friends of the Arts and the first Le Grand Bal chair. He also served as
a member of the LU Foundation Board from 1975 to 1993.
The former vice president of university relations and vice chancellor
for development retired in 1994. The following year, he and
his wife, Charlene, formed Action Creative Team, a home-based
advertising company providing consultation in the areas of marketing,
advertising and fund raising. They have two grown children,
Joni and Will, and twin granddaughters.
Since retirement, Leonard has continued to support Lamar in
many capacities, including service as president of the alumni association
and member of the Friends of the Arts Board. He was
named a Distinguished Alumnus in 2000.
“Finally, it is my hope that coaches Stan Lambert, J.B.
Higgins and my dear friend and mentor, John Gray, are looking
down to say they approve of this message also,” Leonard said.
