EXHIBIT 23.4

                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS


As independent public accountants, we hereby consent to the incorporation of our
report dated November 15, 2000 to the Stockholders of Rawlings Sporting Goods
Company, Inc. included in this Form 10-K, into Bull Run Corporation's previously
filed Form S-8 Registration Statement File Nos. 33-91296, 33-91298, 333-56125
and 333-39700, and into BR Holding, Inc.'s previously filed Form S-4
Registration Statement File No. 333-84833.



/s/ ARTHUR ANDERSEN LLP

ARTHUR ANDERSEN LLP

St. Louis, Missouri
October 12, 2001