The Business of Luka Dončić: How the Lakers’ Newest Superstar Is Shaping the Franchise’s Economics
The monumental trade, potentially the largest mid-season deal in NBA history, has not only altered the dynamics of both teams but also impacted their financial outlook for the foreseeable future.
The trade for Slovenian superstar Luka Dončić has single-handedly raised the Lakers’ financial standing.
The basketball world remains abuzz two weeks after the 25-year-old Slovenian sensation was traded from the Dallas Mavericks to the Los Angeles Lakers in exchange for Anthony Davis.
This trade, considered one of the biggest in NBA history, has changed the teams’ dynamics and dramatically influenced the economic future of both franchises.
Ticket Prices Surge Amid Backlash
Let’s first look at Dallas, where fans have expressed their anger over the trade since its announcement on February 1. Protests have included mock funerals, calls for the Mavericks’ general manager to be fired, and chants demanding team ownership sell the franchise—things are not going well in Big D.
On the other hand, in Los Angeles, ticket demand has soared with Dončić’s arrival. Fans are excited to see the new superstar play, leading to a 19% increase in ticket prices for both home and away games.
In particular, the upcoming Lakers vs. Mavericks game on February 25 has seen ticket prices more than double, with entry fees surpassing $300.
Merchandise and Collectibles in High Demand
Dončić’s arrival in Los Angeles has sparked a frenzy in merchandise sales. Jerseys featuring his name have quickly sold out, and the collectibles market is reflecting this excitement. Searches for Dončić’s memorabilia on eBay surged by 1,150% in the week following the trade. Collectors are particularly focused on his rookie cards, which they expect to increase in value as he embarks on this new journey with the Lakers.
Los Angeles provides a massive media platform, and Dončić’s presence will only amplify the Lakers’ global appeal. Brands are eager to partner with the team’s newest star, anticipating lucrative endorsement deals and advertising campaigns. This partnership will likely boost the Lakers’ brand value and extend their reach internationally, particularly in European markets where Dončić enjoys significant popularity.
In 2024, a survey revealed that the Dallas Mavericks were the fourth most popular NBA team in Europe, behind only the Golden State Warriors, Milwaukee Bucks, and Chicago Bulls.
A majority of seven countries (Estonia, Croatia, Latvia, Malta, Macedonia, Spain) including Dončić’s home country of Slovenia, selected the Mavericks as their favorite team. This is clearly due to Dončić’s global appeal. Interestingly, no country’s majority picked the Lakers as their favorite NBA team. With Dončić now in purple and gold, that’s likely to change.
A New Era in Tinseltown
Luka Dončić’s arrival with the Lakers signifies much more than just a player transition; it marks the beginning of economic growth and renewed fan enthusiasm. As the season progresses, the impacts on ticket sales, merchandise, and global partnerships will continue to unfold, ushering in an exciting new chapter for Los Angeles basketball.