The Dallas Mavericks and WNBA’s Dallas Wings Forge Partnership

Dallas Mavericks CEO Cynt Marshall has played a pivotal role in establishing a strong partnership between the Mavericks and the WNBA’s Dallas Wings. Prior to Marshall’s hiring by Mavericks owner Mark Cuban, the relationship between the two teams was described as “minimal.” However, Marshall’s impact was significant, leading to a landmark jersey patch partnership.

The Wings now proudly display the Mavericks logo on their jersey, along with the “Girls Empowered by Mavericks” (GEM) insignia. This partnership represents the WNBA’s first marquee agreement with an NBA franchise operating under a different ownership group. The GEM program, a joint initiative of both teams, provides camps, wellness clinics, and workshops to over 3,000 girls in the Dallas area, focusing on financial literacy and leadership skills.

This agreement is an important step forward for the Dallas Wings, who relocated to the Dallas area eight years ago. With the team’s growing attendance, television ratings, and player influence, the Wings are gaining visibility and support. Mavericks owner Mark Cuban noted that social media has played a significant role in boosting the WNBA’s popularity.

The Wings are currently aiming for their first playoff series victory since moving from Tulsa. The team has taken a 1-0 lead in the best-of-three series against Atlanta and hopes to extend their playoff run and fuel the growth of the franchise.

The partnership between the Mavericks and Wings was sparked by discussions before the COVID-19 shutdown in 2020, and it has only grown stronger since then. Collaboration between the franchises increased, leading to the realization of further opportunities. Wings players were already participating in GEM events prior to the official announcement of the partnership. Additionally, former Wings player Isabelle Harrison interned with the Mavericks, highlighting potential internship opportunities for players in the future.

The arrival of Cynt Marshall as CEO of the Mavericks was a key driver in establishing the formalized multi-year relationship between the two teams. Marshall’s passion for the Wings and her desire to enhance the partnership propelled the collaboration forward.

This partnership holds significant importance, particularly after the 2018 scandal involving the Mavericks’ business office. Marshall was hired to address the issues raised by a Sports Illustrated report, which detailed incidents of sexual harassment and workplace misconduct. Since then, the organization has made substantial efforts to uphold their values, focusing on character, respect, authenticity, fairness, teamwork, and safety.

The Mavericks and Wings partnership symbolizes a commitment to growth, empowerment, and positive change within both organizations.