The Dallas Mavericks, of North American basketball's NBA, have brought in the CAA Sports agency to handle the franchise's commercial strategy for a proposed new stadium project.
The tie-up, unveiled yesterday, will focus on bringing in a naming partner and other founding partners for the potential new Mavericks' stadium, with the franchise now focusing on two possible sites in the Dallas area. CAA Sports thus becomes the Mavericks' sales agency of record.
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The deal, the NBA franchise (owned by Miriam Adelson) has said, covers both the current stadium planning cycle, as well as long-term commercialization efforts for the venue.
The total project is aimed at delivering an "elevated fan experience, expanded community impact, and a state-of-the-art home for both basketball operations and large-scale live events," the Texas franchise stated.
A team spokesperson has been quoted as saying that the Mavericks' ownership will make a decision on which site they choose by July 1.
The Mavericks have shared their current home – the American Airlines Center – with the Dallas Stars ice hockey side since 2001. That venue has a capacity of 19,200 for basketball, elevated up to over 21,000 with standing room.
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By GlobalDataFor the last few months, they have been engaged in attempting to locate a site for a new, basketball-only, arena, sized between 30 and 50 acres.
It has been reported that the cost of building a new stadium will be split between the team's ownership and the city of Dallas itself. Adelson has an estimated net value, according to the Forbes publication, of $37.9 billion – making her one of the league's richest owners.
Paul Danforth, president of CAA Sports, has now said: "This marks a tremendous opportunity for brands to align with a dynamic, world-class organization in the thriving economic hub of Dallas.”
In the past, CAA Sports has worked on naming rights deals for multiple top-tier US sports franchises, including for the San Francisco 49ers’ Levi’s Stadium, the Golden State Warriors’ Chase Center, and the LA Clippers’ Intuit Dome.
Rick Welts, the Mavericks' chief executive, added: "CAA Sports brings global expertise, deep industry relationships, and a strong track record of delivering transformational partnerships for top echelon sports properties. They are the right teammate as we move into this next chapter.”
Adelson, alongside her son-in-law Patrick Dumont, bought a controlling stake in the Dallas Mavericks in December 2023, from previous owner Mark Cuban.
The team currently sits 12th in the NBA's 15-team Western Conference, having won 19 games and lost 34 so far in the 2025-26 season.
