Dallas Mavericks fans won't need a reminder anytime soon about the gut-wrenching emotions they felt on the night of February 1, 2025.
Just over five months since general manager Nico Harrison shocked the sports world by trading five-time All-NBA first-teamer and franchise icon Luka Doncic to the Los Angeles Lakers, Mavs fans have seen an unfortunate amount of purple and gold ... and not just because they kept following Luka on social media since his move to LA.
Doncic's first meeting against his former team drew a historic amount of viewership in a time when the NBA was increasingly losing TV audiences and discussing potential solutions. Of course, the attention on this game preluded Luka's 45-point torch-fest of Harrison and his former employers in front of the Dallas faithful cheering him on in the process.
Now, Mavericks fans can expect to see more purple and gold in the first season in the post-Doncic era...
There is a depressing trend taking shape that appears to pit the Mavs and Lakers as scheduling rivals ... with the only explanation for the use of this matchup being its infamous history to drive global exposure, engagement and views.
In short, profit.
Not only will Dallas face off against Los Angeles on July 10 on ESPN in the NBA Summer League to spotlight No. 1 overall pick Cooper Flagg of Dallas and Gen Z hype-magnet Bronny James of LA, the two franchises will see each other in another showcase meeting.
Announced Wednesday, the Mavericks' NBA Cup pool in Year 3 of the league's in-season tournament format includes - you guessed it - the Lakers.
The LA Clippers, Memphis Grizzlies and New Orleans Pelicans are also in Pool B (six pools in total).
Yes, Summer League doesn't count for much and yes, the Mavericks were already supposed to play the Lakers four times this season, regardless of tournament formatting ... but the early indications of the NBA stapling these two together in high-viewership scheduling situations is a noticeable trend given the reason this rivalry is such "must-see TV" in the first place.
It's still early, but don't be surprised if another nationally-televised opening is reserved for Dallas vs. Los Angeles ... say, Christmas Day for example.
It's good for viewership. Good for narrative broadcast packages. Good for revenue.
Unfortunate for Mavs fans.
However much excitement builds around the Mavs, Flagg and the rest of the roster this season, some MFFLs may not be able to fully heal the scars left from Feb. 1.
And the NBA won't be giving them the chance to anytime soon.