The fallout from Luka Doncic’s blockbuster trade to the Los Angeles Lakers continues to ripple through Dallas, and the latest chapter adds a bizarre twist. According to Arash Markazi, Mavericks ownership forced the relocation of a billboard featuring Doncic’s new collaboration with Overwatch 2, deeming its placement too close to American Airlines Center.
The advertisement was part of Doncic’s campaign to promote Season 18’s “Stadium Mode” in the popular video game. Billboards featuring the superstar have popped up across the country, but when one was unveiled near the Mavericks’ arena, the franchise reportedly stepped in.
Arash Markazi confirmed that Mavericks executives requested the ad be moved, believing it was “too close to the arena” and an unwelcome reminder of the star they traded away.
For Dallas fans still reeling from the February trade that sent Doncic to Los Angeles, the billboard drama only stoked the fire.
The move to relocate the sign came just months after Mavericks supporters loudly chanted “Fire Nico!”, a direct shot at general manager Nico Harrison, for dealing away the franchise cornerstone.
The Mavs’ 2024-25 season unraveled quickly after the trade, as injuries to Anthony Davis and Kyrie Irving left Dallas tumbling out of playoff contention despite being just a year removed from the NBA Finals.
Meanwhile, Doncic has moved on. He signed a three-year, $165 million extension with the Lakers this summer and has spoken openly about his excitement to play alongside LeBron James. In Los Angeles, he’ll attempt to take the Purple and Gold back to championship contention.
Reports suggest he’s in the best shape of his career, addressing the conditioning concerns that Dallas cited as one of the reasons for the trade.
From the Mavericks’ perspective, the relocation of the billboard was symbolic. Harrison and the front office have been adamant about turning the page, pivoting to a new core built around Davis, Irving, and No. 1 overall pick Cooper Flagg. The franchise clearly wants to avoid any lingering reminders of Doncic’s presence, especially in such a visible spot near the home arena.
The irony is hard to ignore. Doncic himself has become a cultural icon beyond basketball, with a strong foothold in the gaming world. ESPN previously reported that the Slovenian star has reached Grandmaster status in Overwatch and ranks among the top 500 players in North America.
While Dallas is eager to usher in its new era, Doncic’s shadow still looms large in the city he once carried. The Lakers star may no longer wear blue and white, but as this latest billboard controversy proves, Luka remains impossible for Dallas to ignore.
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