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Mavericks hire president as team prepares to build new arena and entertainment district
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Published in Media and Entertainment on Tuesday, July 29th 2025 at 11:22 GMT by The New York Times🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
Ethan Casson, formerly of the Timberwolves, will run Dallas' day-to-day business operations.
Mavericks' Bold Arena Vision: Ethan Casson Takes Helm as NBA President to Spearhead Dallas' Future
In a move that signals ambitious plans for the Dallas Mavericks' future both on and off the court, the franchise has appointed Ethan Casson as its new president of business operations. Casson, a seasoned executive with a proven track record in NBA arena development and fan experience enhancement, steps into this role at a pivotal time for the Mavericks. The organization, under the ownership of the Adelson family since Mark Cuban's sale in late 2023, is eyeing a transformative project: a state-of-the-art arena that could redefine sports entertainment in North Texas. This appointment underscores the Mavericks' commitment to elevating their brand, integrating cutting-edge technology, and potentially tying into broader entertainment and hospitality ventures, including the much-discussed possibility of casino integration if Texas legalizes gambling.
Casson's background makes him an ideal fit for this challenge. Previously serving as the CEO and president of the Minnesota Timberwolves and Lynx, Casson oversaw one of the most successful arena renovations in recent NBA history. Under his leadership, Target Center in Minneapolis underwent a $140 million overhaul completed in 2017, transforming it from an outdated venue into a modern hub that boosted attendance, revenue, and fan engagement. Casson emphasized premium seating, advanced digital integrations, and community-focused spaces, which helped the Timberwolves increase their season-ticket base by over 50% and secure lucrative corporate partnerships. His expertise extends beyond bricks and mortar; he's known for innovative marketing strategies that blend sports with entertainment, such as hosting concerts, esports events, and family-oriented programming to maximize arena utilization year-round.
For the Mavericks, Casson's arrival comes amid swirling rumors and concrete discussions about relocating from the American Airlines Center (AAC), their home since 2001. The AAC, shared with the NHL's Dallas Stars, has served the team well, hosting memorable playoff runs including the 2011 NBA Finals victory. However, ownership views it as increasingly inadequate for the franchise's aspirations in a rapidly evolving sports landscape. The Adelsons, with their deep roots in the Las Vegas casino and resort industry through the late Sheldon Adelson's Las Vegas Sands empire, have been vocal about envisioning a Mavericks-centric complex that could anchor a larger entertainment district. This vision aligns with Texas' ongoing debates over gambling legalization, which could open doors for integrated resorts featuring casinos, hotels, and retail spaces—much like the successful models in Las Vegas.
Insiders suggest the new arena project could be part of a massive development in the Dallas area, potentially near the city's downtown or in a burgeoning suburb like Irving or Frisco. The goal is to create a "destination venue" that not only houses NBA games but also serves as a cultural epicenter. Casson, in his initial statements to the media, highlighted the importance of fan-centric design. "The modern arena isn't just about watching a game; it's about creating immersive experiences that start from the moment fans arrive," he said. Drawing from his Timberwolves tenure, Casson plans to incorporate features like augmented reality zones, sustainable energy initiatives, and flexible seating configurations that can adapt to various events. He envisions partnerships with tech giants to integrate AI-driven personalization, such as customized concessions based on fan preferences or virtual reality replays during timeouts.
The timing of this hire is no coincidence. The NBA as a whole is in a boom period for arena projects, with teams like the Los Angeles Clippers opening the Intuit Dome and the Philadelphia 76ers pushing for a new downtown facility. Dallas wants to keep pace, especially as the league's media rights deals soar, providing teams with unprecedented revenue streams to invest in infrastructure. The Mavericks' current lease at the AAC runs through 2031, but negotiations with the city of Dallas and potential private investors are already underway. Ownership has expressed frustration with the shared-venue model, citing scheduling conflicts and limited control over upgrades. A new, Mavericks-owned arena would allow for greater autonomy, potentially increasing the team's valuation, which Forbes recently pegged at over $4 billion.
Beyond the physical structure, Casson's role will encompass broader business operations, including ticket sales, sponsorships, and community outreach. During his time in Minnesota, he was instrumental in launching initiatives like the Timberwolves' "Pack Gives Back" program, which focused on youth education and health in underserved communities. Expect similar efforts in Dallas, where the Mavericks already have a strong philanthropic arm through the Mavs Foundation. Casson aims to leverage the team's star power—led by Luka Dončić and Kyrie Irving—to draw global attention, positioning the new arena as a magnet for international tourism. "Dallas is a world-class city with a passionate fan base," Casson noted. "We're going to build something that reflects that energy and sets a new standard for NBA venues."
Challenges abound, of course. Securing public funding or tax incentives for such a project in Texas could face political hurdles, especially amid debates over using taxpayer money for billionaire-owned sports franchises. Environmental concerns, traffic management, and integration with existing urban planning will also need addressing. If gambling enters the equation, it could complicate matters further, as Texas lawmakers have historically resisted expansion, though recent sessions show growing support from business leaders and tourism advocates. The Adelsons, with their lobbying prowess demonstrated in Nevada, are likely to push hard for favorable legislation.
From a competitive standpoint, a new arena could give the Mavericks an edge in free agency and player retention. Stars like Dončić have publicly praised modern facilities in other markets, and a cutting-edge home could help solidify Dallas as a top destination. The project might also foster synergies with other Adelson holdings, such as potential ties to Las Vegas Sands' global network, bringing in expertise from resorts like The Venetian or Marina Bay Sands in Singapore.
Fans and analysts are buzzing with anticipation. Longtime Mavericks supporter groups have mixed feelings—excitement about upgrades tempered by nostalgia for the AAC's history. Yet, the consensus is that change is necessary to keep the franchise competitive in the NBA's arms race for superior venues. Casson's track record suggests he's up to the task; his Minnesota renovation not only modernized Target Center but also contributed to a cultural shift, making the Timberwolves a more vibrant part of the Twin Cities' fabric.
As details emerge, the Mavericks' arena saga will be one to watch. With Casson at the helm, the franchise is poised to blend Texas-sized ambition with innovative execution, potentially creating a landmark that elevates Dallas sports for generations. This isn't just about building a new home—it's about reimagining what an NBA experience can be in the heart of the Lone Star State. The journey from concept to completion will involve stakeholders from city hall to the league office, but if successful, it could mark a new era for the Mavericks, blending basketball excellence with entertainment innovation.
Looking ahead, Casson has outlined a phased approach: initial feasibility studies in the coming months, followed by design unveilings and community input sessions. He stresses transparency, promising to involve fans in the process through surveys and town halls. "This arena will be built for the people of Dallas," he affirmed. In an era where sports venues are evolving into multi-purpose ecosystems, the Mavericks' project could set benchmarks for sustainability, with plans for solar power, water recycling, and green building materials—aligning with the NBA's environmental goals.
Critics might argue that the focus on a new arena distracts from on-court priorities, especially after the Mavericks' Finals appearance in 2024. Yet, ownership sees it as complementary: a world-class facility enhances the product, attracting top talent and boosting morale. As the NBA continues to globalize, with international games and digital streaming, a flagship arena in Dallas could position the Mavericks as leaders in fan engagement worldwide.
In summary, Ethan Casson's appointment as president heralds an exciting chapter for the Dallas Mavericks. His expertise in arena development, combined with the Adelsons' visionary ownership, sets the stage for a project that could transform North Texas' sports landscape. While obstacles remain, the potential rewards—a thriving, innovative venue that captivates fans and drives economic growth—make this a story worth following closely. As Dallas prepares for what could be its next iconic landmark, the Mavericks are betting big on the future, one blueprint at a time. (Word count: 1,128)
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