Mat Ishbia is already setting expectations for the Phoenix Suns’ new season, and it’s not just about the standings. Speaking on media day, the team’s owner said Phoenix’s success won’t be judged strictly by wins and losses, but by how much progress they make as a franchise.
“I hope that we win more games than we won last year,” said Ishbia during the Suns’ media day. “The truth is, it’s not going to be measured in wins and losses this year, but it is going to be measured in success.”
If you ask most team owners, winning is everything in the NBA. For small market teams, especially, winning consistently can bring a whole new level of exposure for the franchise. In the case of Mat Ishbia, however, success will not strictly be measured in wins or losses, and it marks a dramatic shift in thinking from his initial takeover of the team.
Looking back, it has been a wild ride for the Suns during Ishbia’s tenure. In his first few days as majority owner, he was more aggressive in making win-now moves than anyone at his level. He approved the trade for Kevin Durant and directed his team to go all-in on winning a title by any means necessary. In response, the Suns assembled a star-studded core (Kevin Durant, Bradley Beal, Devin Booker) that they believed could dominate the West.
What Ishbia didn’t expect was that they would only last two seasons together before breaking up and going their separate ways. Ishbia was the last to realize that the “superteam” strategy is dead in the NBA, and he had to find out the hard way.
Last season, despite high expectations, the Suns only finished 11th in the West at 36-46. The roster was so top-heavy that the supporting cast could hardly keep up. As much as they tried, it wasn’t enough to make the playoffs, which led to the departures of Durant and Beal. Now, with Booker as the only proven Suns star, everything has changed.
Rather than a commitment to wins or losses, Ishbia wants to establish a championship culture in the locker room, even if it means building a competitive team from the ground up. Booker’s presence ensures they will be somewhat relevant, but the jury is still out on what this new roster can do.
With Jalen Green, Mark Williams, Dillon Brooks, and Grayson Allen, Phoenix is primed to surprise a lot of people this season, and they could win more games than they ever did during the Durant era. At the very least, they can move toward building the kind of culture and chemistry that leaves a lasting impression.
Coming off a highly disappointing run with Durant, Booker, and Beal, the Suns have shifted their approach, and Ishbia has changed his priorities. He knows more than anyone that the slow and steady route is often the best way to build a contender, and he’s willing to put in the time to make it work.
The Suns’ new era is less about chasing headlines and more about building something sustainable. For the owner, winning may still be the ultimate goal, but he’s betting that true success comes from laying the right foundation. If Phoenix can stay patient and grow around Devin Booker, this season could be remembered as the start of something bigger than a short-lived superteam experiment.
