The Luka Doncic Overwatch billboard in Dallas became the subject of internal dispute after Mavericks ownership intervened to change its location.
According to Arash Markazi, the team’s decision-makers requested that the advertisement be moved because it was originally placed too close to the American Airlines Center. Sources indicated the organization was not pleased with the idea of a Doncic-focused campaign standing just outside their home venue.
Doncic, who was traded to the Los Angeles Lakers in February, remains one of the most recognizable figures in Mavericks history. His image continues to be used heavily in marketing, including gaming partnerships such as this one with Overwatch.
The tension over the billboard reflects the complicated dynamic between Doncic’s departure and his enduring popularity in Dallas. Despite no longer being part of the Mavericks’ roster, his presence in the city remains strong, both commercially and with fans.
During his time in Dallas, Doncic was the face of the franchise and an All-NBA performer. He averaged 28.6 points, 8.6 rebounds, and 8.2 assists per game across seven seasons with the Mavericks, before being dealt to Los Angeles in a blockbuster trade for Anthony Davis.
Since joining the Lakers, Doncic has already produced several standout moments. He recorded multiple triple-doubles, scored 45 points in his emotional return to Dallas, and averaged over 30 points in his first playoff run with the franchise.
For the Mavericks, however, the focus has shifted to reshaping the roster around Anthony Davis and building a new era. Ownership’s concern with the placement of the billboard highlights their desire to control the narrative around the team’s direction without Doncic.
