The Dallas Mavericks reportedly requested that a billboard featuring former star Luka Dončić be moved further away from their home arena.
Originally set to hang near the American Airlines Center, the billboard was part of a promotional campaign for the video game Overwatch 2, highlighting Dončić’s status as a top-ranked player and esports figure.
Additional advertisements placed near the AAC featured Dončić with a split face next to an Overwatch character named Cassidy, with the caption “Cowboys Never Die” across the middle.
The Mavericks have reportedly requested that the advertisement be relocated to a spot in Dallas farther from the arena. However, the advertisement remained in place as of Wednesday night, according to The Dallas Morning News.
The organization has since commented on the matter, claiming that the request was not made by anyone from within the ownership group or senior leadership.
Currently, it remains unclear which member of the Mavericks’ organization requested that the advertisements be moved.
This billboard request follows a string of actions seen as the Mavericks’ cooling ties with Dončić, including public criticisms by General Manager Nico Harrison following the shocking trade that sent the superstar to Los Angeles.
Harrison publicly proclaimed that the Mavericks traded away Dončić to help grow a defensive “culture” within the organization. However, that reasoning did not sit well with fans who supported the Slovenian superstar, as previously reported by The Dallas Express.
These comments were shortly followed by Harrison saying that he “didn’t quite know to what level” Dončić was beloved by fans, adding that he was shocked by the reaction to trading one of the best players in franchise history in the dead of night.
Additionally, the franchise quickly removed any indication that Dončić was a member of the team shortly after the trade, including all information about him from a memorabilia case located inside the arena.
Took the first photo of the “Mavs Magic” memorabilia case during training camp. There have been a couple of changes since the trade. No more Luka Doncic fathead or mockup of his jersey rebranded into a towel. pic.twitter.com/PpFINBD5qf
— Mike Curtis (@MikeACurtis2) February 20, 2025
Despite Dončić coming to the Mavericks as a rookie and proclaiming his love for the city, the franchise continues to distance itself from one of the best players in franchise history.
