The Dallas Mavericks are experiencing the full weight of their decision to trade Luka Doncic, and it’s becoming clear that the fallout goes far beyond the basketball court. According to a report by ESPN’s Tim MacMahon, the franchise is now staring down a massive financial hole, with projections suggesting a loss in the hundreds of millions over the coming years.
“It’s a decision, team sources told ESPN, that probably will cost the franchise nine figures over the next several years, as the Mavs are projected to lose dozens of millions in revenue this season due to dwindling crowds, plummeting merchandise sales and sponsors severing ties with the franchise in the wake of the trade.”
“So many fans canceled season tickets in the days after the trade that the Mavs attempted to generate some goodwill by offering limited refunds.”
In the immediate aftermath, the Mavericks are expected to lose tens of millions in revenue this season alone due to diminished ticket sales, fading fan interest, and key sponsors cutting ties with the organization.
Doncic, now with the Los Angeles Lakers, has made it clear that he’s moved on—and he’s not helping the Mavericks with any PR lifelines. Dallas reportedly attempted to organize a promotional event tied to Luka’s return for Wednesday’s matchup, including sponsorship deals with companies connected to Doncic’s brand. But those efforts were shut down quickly.
“Team sources told ESPN that the Mavs had also lined up lucrative sponsorship deals for Wednesday’s game, with multiple companies that Doncic endorses, but those deals fell apart after Doncic’s camp declined to give its blessing, pointedly noting that he now plays for the Lakers.”
Luka’s camp declined all requests, firmly stating that he is now part of the Lakers franchise. That rejection not only ruined Dallas’ marketing push but also sent a strong message: there would be no sentimentality or support from Doncic’s side for the franchise that dealt him away.
The Mavericks, who once viewed Doncic as the face of their franchise for the next decade, are now facing a disgruntled fanbase. Season ticket cancellations surged in the wake of the trade, prompting the organization to offer partial refunds in an effort to maintain goodwill. It’s a dramatic fall from grace for a franchise that once stood at the center of NBA relevance with one of the game’s brightest stars.
Wednesday night will mark Luka’s first return to Dallas since the blockbuster deal sent him to the Lakers. Emotions are sure to run high inside the arena, but not in the way Mavericks leadership had hoped. There’s no tribute video, no warm welcome campaign—only cold business decisions and the backlash they’ve brought.
This will also be the first time Anthony Davis faces off against the Lakers since the trade. Davis missed the previous meeting due to injury and, when asked about facing his former team, gave a cold and indifferent response.
The Lakers are locked in a crucial battle for playoff positioning. With a 48-31 record and only three games remaining, they need just one more win to clinch a top-six seed and two victories to secure the third seed outright.
For the Lakers, this game is more about postseason seeding than storylines. For Doncic, it’s a statement return. And for the Mavericks, it’s a painful reminder of what they lost—not just a superstar, but the stability, revenue, and identity that came with him.
Luka Doncic didn’t just leave Dallas. He took the franchise’s future with him—and now they’re paying the price, one ticket, one sponsor, and one humiliating headline at a time.
