Leigh Steinberg analyzes the business, branding, and global impact of the Luka Dončić–Anthony Davis trade (Photo by Roy Rochlin/Getty Images for The Buoniconti Fund To Cure Paralysis)
When the Dallas Mavericks and Los Angeles Lakers executed the trade that sent Luka Dončić west in exchange for Anthony Davis, the shock was immediate and far-reaching. The deal was negotiated in secrecy over a month-long period, with neither player aware until reporting broke in the middle of the night. Mavericks general manager Nico Harrison and Lakers GM Rob Pelinka kept the talks airtight, culminating in one of the most stunning midseason transactions in sports history.
Dončić had led the Mavericks to the NBA Finals the previous season and was considered a franchise cornerstone. The Lakers, led by LeBron James, had been seeking a way to remain competitive in the West while building for the future. The result: a blockbuster that sent Dončić, along with Maxi Kleber and Markieff Morris, to Los Angeles. Dallas received Davis, Max Christie, and a 2029 first-round pick (LAL), while the Utah Jazz joined as a third team to complete the deal.
The move brought an abrupt end to Dončić’s time in Dallas. During more than six seasons with the Mavericks, Dončić was named to five All-Star teams and earned five consecutive All-NBA First Team selections. He won NBA Rookie of the Year in 2019, led the league in scoring in 2023–24, and guided Dallas to the NBA Finals that same season. He became the franchise’s all-time leader in triple-doubles, set the single-season scoring record, and recorded the first 70-point game in team history. Considered one of the greatest European players of all time, Dončić became the face of the Mavericks and a global ambassador for the franchise.
“I thought I’d spend my career here, and I wanted so badly to bring you a championship,” Dončić said in a farewell message to Mavericks fans. “The love and support you all have given me is more than I could have ever dreamed of.”
Market Value, Star Power, and Franchise Identity
Leigh Steinberg, a legendary sports agent known for representing stars like Patrick Mahomes, Troy Aikman, and Steve Young — and widely considered the inspiration for Jerry Maguire — told RG he had mixed emotions about the deal.
“I had a mixed reaction given the fact that Anthony Davis, when healthy, is as good a defensive player as there is and can totally dominate a game,” Steinberg told RG. “So as someone who grew up in Los Angeles and a Laker fan, I was sorry to see him go. Luka, however, is so much younger and sort of an irreplaceable superstar. So it allowed the Lakers to get younger and gave them a potent duo.”
From Dallas’ side, Steinberg said the plan wasn’t without logic, even as criticism mounted. The Mavericks were banking on Davis returning to form and anchoring a new foundation alongside Kyrie Irving. With Davis’ defensive ability, Irving’s offensive skill set, and contributions from complementary talents like Klay Thompson and P.J. Washington, along with the upside of Max Christie, Steinberg said the front office had a direction — even if the move carried risk.
“If you get the best of Anthony Davis and he stays healthy, there’s still a core with the Mavericks,” Steinberg said.
“If you have Davis and Irving, those are two superstars, and then you pair them with Washington, and Klay Thompson still has some stuff, and Max Christie is a promising young player.”
Steinberg also acknowledged the logic behind the Lakers’ decision. With Dončić, Los Angeles not only added a generational talent to extend its competitive window beyond LeBron James’ career but also reinforced its identity as a destination for superstar players. The move aligned with the franchise’s tradition of marquee names and positioned the team for long-term success on and off the court.
“I understand the logic from the Lakers’ standpoint because it’s showtime always here in Los Angeles,” Steinberg said. “Having a young, marketable superstar rebuilds that team for years to come.”
In Steinberg’s view, Dončić’s presence in Los Angeles was a perfect match for the market’s hunger for stardom.
“Los Angeles has always been a city that wants superstar celebrity athletes,” Steinberg told RG. “From Jerry West and Wilt Chamberlain to Kareem and Magic, to Kobe and Shaq — this city loves high-profile celebrity players. And Luka is proximate to the entertainment industry. I’m sure he’ll be doing a load of endorsements. You’ll see him on all sorts of things. So his off-the-court endeavors will be pretty dominant here.”
Steinberg said Dončić’s charisma and on-court presence make him an ideal fit for the Los Angeles market. He noted that Dončić has the rare ability to command attention both through his play and personality, which positions him to thrive in a city driven by entertainment and star power.
“Luka is really engaging and when he’s on, he takes over a game,” Steinberg said. “So I think both on the court and off the court, he’s going to be a star for years to come.”
While the Lakers are already one of the most recognizable global sports brands, Steinberg said Dončić’s arrival elevates their international reach even more. He pointed to Dončić’s popularity across Europe and other global markets, emphasizing that pairing him with LeBron James creates a powerful combination capable of expanding the franchise’s influence well beyond the United States.
Steinberg described the pairing of Dončić and the Lakers as a marketing goldmine, noting that the franchise’s history of promoting star talent aligns perfectly with Dončić’s growing global appeal. He said the combination positions the team to increase revenue through merchandise, endorsements, and entertainment ventures, particularly as Dončić begins to establish a presence in the show business world.
“It’s a marketing bonanza for both the players and the team,” he told RG. “The Lakers know how to market, and Dončić gives them huge penetration into global markets. He’ll end up having show business connections. As he matures, he’ll have the ability to produce content on his own. The Lakers are the dominant basketball franchise in Southern California and they’ve got the residual benefit of Kobe being an international star. It all combines with Luka to make them even more formidable.”
Uncertainty in Dallas and a Changing Era
The branding wave came quickly. In his first week as a Laker, Dončić was featured in a Hollywood-themed Gatorade campaign with the iconic “HOLLYWOOD” sign reimagined to include his No. 77 jersey. Jordan Brand debuted a new ad set to George Strait’s “All My Ex’s Live in Texas,” featuring a Koenigsegg with a Texas license plate swapped for a California one in Lakers purple. Outside Crypto.com Arena, fans gathered around the custom vehicle ahead of Dončić’s first game.
Jordan Brand also unveiled the Luka 4, a performance silhouette featuring the brand’s IsoPlate, Nike Zoom Air, and Cushlon 3.0. The design incorporates Luka’s Slovenian roots and his new home in Los Angeles. An outdoor model, the Luka .77, pays tribute to Dončić’s upbringing on outdoor courts. An apparel line launches in May.
NBC Los Angeles reported that ticket prices for Lakers games rose by 19% following Dončić’s arrival, while jersey and memorabilia sales spiked over 1,100%. In Dallas, the reaction was more somber, with protests outside American Airlines Center and season ticket refund offers extended.
NBA Commissioner Adam Silver, speaking after March’s Board of Governors meetings, noted the league’s ratings over the past two months were the highest in six years. While not naming Dončić specifically, the surge coincides with his move to the Lakers. Silver also emphasized the NBA’s growing international efforts, including plans to launch a European league in partnership with FIBA.
For Dallas, the fallout has been turbulent. The Mavericks are 10–14 since the trade. Davis missed six weeks with a groin injury, then returned to average 17.7 points, 9.7 rebounds, and 4.0 assists in three games. Irving became the team’s top scorer, only to suffer a torn ACL on March 24. He is expected to miss the remainder of the season and holds a $44 million player option for next year.
Steinberg acknowledged that the Mavericks face significant uncertainty with Irving’s injury, calling the situation challenging for both the player and the organization. He said Irving’s camp will need to present detailed medical evaluations and comparisons to other players who recovered from similar injuries, while Dallas must weigh the long-term risk in any potential contract negotiation.
“That’s a serious injury,” Steinberg told RG. “If you were Kyrie, you’d be trying to use samples of other players who’ve come back from that injury. He’s got so much basketball intelligence, so you bring in medical reports, comparisons, and make the case it’s just a temporary setback. But from the team’s side, they’ll wonder about long-term health, how many years they’re willing to go, and the total guarantees.”
He added: “You’re trying to present the best medical picture and buttress it with work ethic and determination. Attitudinally, you want to show that he’ll spare no effort to come back and be a dominant player.”
The team’s ownership change also added a layer of complexity. In December 2023, Mark Cuban sold a majority stake in the Mavericks to Miriam Adelson and Patrick Dumont of Las Vegas Sands Corp. Dumont became team governor, while Cuban retained a 27% share and originally said he would continue overseeing basketball operations.
But after the trade, Cuban made it clear he was not involved.
“If the Mavs are going to trade Luka, that’s one thing,” Cuban told WFAA. “Just get a better deal. No disrespect to Anthony Davis, but I still firmly believe if we had gotten four unprotected No. 1s and Anthony Davis and Max Christie, this would be a different conversation.”
Steinberg said the transition in Mavericks ownership creates a leadership void that won’t be easily filled. While he acknowledged Patrick Dumont’s resources and position, he emphasized that replacing Mark Cuban’s personal brand and relationship-building skills presents a unique challenge.
“We’ll see how Patrick Dumont does,” Steinberg said. “Miriam Adelson is a woman of immense wealth. But Mark Cuban is himself a brand, and he has really good people skills. He’s hard to replace.”
Steinberg also raised concerns about how the Mavericks handled Dončić’s departure, emphasizing the importance of relationship management in professional sports. He noted that while the team may have had internal reasons for the move, the lack of preparation and communication likely intensified the emotional fallout for both the player and the fan base.
He continued: “There’s a shock factor when someone you built around is gone. You have to prepare fans. But I don’t think it dissuades free agents. It’s still the Dallas Mavericks, and they’ve been branded and marketed well over time.”
Dončić faced Dallas for the first time as a Laker on Feb. 23 in Los Angeles, posting a triple-double in a 107–99 win. He called the game emotional and said he was glad it was over. Irving, who led all scorers with 35 points, called the matchup “awkward as s—.”
The two teams will meet again in Dallas on April 9, marking Dončić’s first return to American Airlines Center as a visitor. The game is expected to be another emotionally charged night — for a city still processing the departure of its beloved star, and for a league watching one of its brightest global icons settle into his new Hollywood home.
Grant Afseth is a Dallas-based basketball writer with over eight years of experience covering the NBA. He’s spent time on the Mavericks beat for Sports Illustrated and now writes for Sportskeeda.com and DallasHoopsJournal.com. Known for his analysis, engaging interviews, and breaking news coverage, Grant provides a fresh angle to the game.
