Lawrence Wright -- the former Univ. of Florida football star who created the famous "Gator Bait" chant -- is urging school officials to reconsider the cheer's ban ... telling TMZ Sports it's not racist.
Back after the 1996 season, fresh off a national championship, Wright ingrained the chant in Gator fans' minds during a celebration ... and at nearly every UF event since, it had become a staple.
But, in a statement released by the school last week ... the University president said there will now be a ban on the chant over its racist ties -- effective immediately.