Mavs tap CAA Sports to support new arena

Article posted by Coliseum, March 4^th, 2026

Image: American Airlines Center, Dallasborn&bred, CC BY-SA 3.0

The NBA Dallas Mavericks have engaged CAA Sports to guide the franchise’s commercial strategy for its future arena development.

The Mavericks said collaboration will focus on identifying world-class brands for naming rights and other founding partner opportunities aligned with the Mavericks’ vision for a modern, next-generation sports and entertainment destination.

It spans both the current planning cycle and long-term commercialization efforts, supporting the franchise’s goal to help shape the future of sports and live entertainment in North Texas.

The Dallas Mavericks (often referred to as the Mavs) are an American professional basketball team based in Dallas (US). The Mavericks compete in the National Basketball Association (NBA) as a Member of the Southwest Division of the Western Conference.

The team currently plays at the 19,200-capacity American Airlines Center, a multipurpose indoor arena located in the Victory Park neighborhood in downtown Dallas, Texas (US).

The arena serves as the home of the Dallas Stars of the National Hockey League (NHL) and the Dallas Mavericks of the National Basketball Association (NBA). The arena is also used for concerts and other live entertainment.

The Mavericks said earlier this year that they have narrowed their search for a new arena to two sites within the Dallas City (US) limits with a decision expected by July and a planned opening in 2031.

Rick Welts, CEO of the Dallas Mavericks, said, “We have an ambitious vision for the future of the Dallas Mavericks.

“The opportunity ahead of us is significant. CAA Sports brings global expertise, deep industry relationships and a strong track record of delivering transformational partnerships for top echelon sports properties. They are the right teammate as we move into this next chapter.”

The Mavericks’ future venue project reflects the franchise’s commitment to delivering an elevated fan experience, expanded community impact and a state-of-the-art home for both basketball operations and large-scale live events.

Paul Danforth, CAA Managing Director and President, CAA Sports, said, “We are thrilled to partner with the Dallas Mavericks, an innovative, forward-thinking NBA franchise backed by one of the most loyal fan bases in sports, as they bring to life their vision for a next-generation sports and entertainment destination.

“This marks a tremendous opportunity for brands to align with a dynamic, world-class organization in the thriving economic hub of Dallas.”

CAA Sports is a division of leading entertainment and sports agency Creative Artists Agency (CAA). CAA is the leading entertainment and sports agency, with global expertise in filmed and live entertainment, digital media, publishing, sponsorship sales and endorsements.

CAA Sports has completed more than $15 billion in new sponsorship business on behalf of its clients since its inception in 2007.

CAA Sports orchestrated the naming rights agreements for the San Francisco 49ers’ Levi’s Stadium, Golden State Warriors’ Chase Center, and the LA Clippers’ Intuit Dome; in addition to landmark partnership agreements for Formula 1, Red Bull Racing, Riot Games, and the United States Tennis Association (USTA).

Mavericks President Ethan Casson said, “This is a foundational moment for our organization. Arena development requires the right advisors at the table early, and CAA Sports has long demonstrated the expertise and creativity needed to help shape major sports and entertainment projects.

“Their strategic approach, commercial acumen and deep industry relationships make them the ideal fit as we chart the next era for the Mavericks.”

Further details regarding site evaluation, project timing and design will be shared as plans evolve, according to the Mavs.

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