DSJ Quick Take: Mavericks Hire Legends Global for Arena Project
The Dallas Mavericks announced Tuesday that they have selected Legends Global as owner Patrick Dumont‘s representation and the leader of premium sales for their future venue development. The hire comes about two months after Dallas entered option agreements on roughly 104 acres at the former Valley View Mall site in Far North Dallas.
- What happened? The Mavericks brought on Legends Global to oversee construction planning, keep the arena project on budget and on schedule, and lead premium sales for the new venue.
- Who is Legends Global? The company was co-founded in 2008 by Dallas Cowboys owner Jerry Jones and George Steinbrenner’s Yankee Global Enterprises, has handled Mavericks in-arena merchandise since 2014, and built the Buffalo Bills’ Highmark Stadium.
- Why does it matter? Dallas has played at American Airlines Center since the 2001-02 season and its lease there expires in the summer of 2031, so the Legends hire moves the search for a replacement from land acquisition into planning and revenue strategy.
- What’s next? Legends Global will study what the Mavericks should offer fans across price points, with team president Ethan Casson saying the premium approach will extend to every seat in the building rather than a select tier.
DALLAS — The Dallas Mavericks announced on Tuesday that they are partnering with Legends Global as team owner Patrick Dumont’s representation and the leader of premium sales for its future venue development.
After announcing that Dallas was entering into option agreements for the potential purchase of approximately 104 acres at the former Valley View Mall site in Far North Dallas this June, the selection of Legends Global signals another step in the Mavericks’ quest for a new arena.
Dallas has played at the American Airlines Center in downtown Dallas since the start of the 2001-02 NBA season, but the Mavericks have signaled their desire to relocate to a new arena over the past couple of years. Dallas’ lease with the American Airlines Center expires in the summer of 2031.
What To Know About Legends Global
Legends Global is no stranger to the market. The company has handled the Mavericks’ in-arena merchandise since 2014 and was co-founded by Dallas Cowboys owner Jerry Jones as well as George Steinbrenner and his Yankee Global Enterprises in 2008.
They’re also no stranger to arena-building. Tasked with overseeing construction and keeping planning on budget and on time, Legends Global has done similar work across the country.
“As we set out to redefine the premium and fan experience in Dallas and beyond,” Mavericks President Ethan Casson said in the press release, “we’re excited to partner with Legends Global to help bring that vision to life.”
Legends Global’s team was behind the Buffalo Bills’ Highmark Stadium, which opened this summer and will host the team’s home games this upcoming NFL season. New York City FC’s Etihad Park, tabbed to open in 2027, and the Cleveland Browns’ Huntington Field, coming in 2029, are current projects of the company.
Legends Global To Lead Premium Sales
In addition to overseeing the construction of Dallas’ new arena, Legends Global will be tasked with leading premium sales for the Mavericks. They will evaluate what Dallas should offer fans, aiming to provide all customers with a “premium” experience.
“When people hear the word premium or exclusive, they think that it might not necessarily be for them,” Casson told the Dallas Morning News. “We’re looking at it in a completely different way. This is going to be for every seat in the building.”
Part of that goal is to personalize the arena experience for each individual fan across price points, making them feel like it was built with their interests in mind. All the while, Dallas will try to maintain its togetherness and home-court advantage despite individualizing fans’ experiences.
