Author
Tina Šoln
At first glance, moving from Dallas to LA seems fantastic—and over time, it will likely prove to be. But the way the entire story unfolded triggered a wave of negative emotions among the key figures involved, fans, and the wider public. Poor communication and a silent trade that left an air of betrayal overshadowed what should have been a monumental sports moment. There’s no need to rehash the events, but I’d like to highlight the key lessons this situation offers in the realm of strategic and media communication.
The fact that the Dallas Mavericks lost 700,000 Instagram followers in just a few hours speaks volumes. When a franchise builds its brand largely around a single star, it’s only natural that a portion of the community will leave when that star is gone. But this isn’t just an emotional issue—it has financial consequences. While the team may have saved money by not paying Dončić’s supermax contract, they’ve also lost significant revenue from fans and sponsors. More importantly, for over a decade, the Mavericks have been synonymous with Luka Dončić. His departure means their public image and future attractiveness to sponsors will take a major hit.
The news leaked before the official confirmation—reported by Shams Charania, one of the most influential NBA journalists. But that doesn’t mean Dallas didn’t have time to prepare a crisis strategy. Instead, the club delayed its response, communication was slow and disjointed, and the lack of a clear narrative only fueled the public’s negative emotions. In crisis communication, speed is crucial—they should have responded immediately, taken control of the story, and actively shaped the narrative. Instead, they let emotions take over, and by the time they reacted, the damage was already done.
Luka Dončić’s trade became a global headline, overshadowing many other important stories that deserved attention. A great example from Slovenian sports: last weekend, Tijan Marovt, Slovenia’s only slalom skier in the World Cup, retired. While he wasn’t a top-tier competitor, his departure raises serious questions about the future of Slovenian alpine skiing. Yet, in the shadow of the Dončić trade, this news went largely unnoticed. And I’m sure it wasn’t the only important story to be drowned out … When one story dominates the media landscape, everything else simply fades away.
The fact that the Dallas Mavericks lost 700,000 Instagram followers in just a few hours speaks volumes.
4. Sports Is a Business. And Business Can Be Brutal.
In the world of professional sports—especially in the U.S.—players are just pieces of a larger puzzle. No matter how big a star they are, they remain a small part of a complex economic machine. Sports franchises are businesses with one primary goal: profit. And when someone like Luka Dončić becomes an extremely valuable but ultimately replaceable asset, trades like this happen. When billions of dollars are at stake, emotions often take a backseat. That doesn’t mean athletes aren’t valued, but in today’s sports industry, there’s no room for sentimentality. Luka now faces a new challenge in LA—where expectations will be even higher.
In the past few days, I’ve read several analyses of Dončić’s body language at his first press conference in LA. Most focused on technical aspects, but few addressed the emotional toll. Luka lost everything he had built over the years overnight—his club, his teammates, and the vision of his future that he had planned. And in an instant, he had to leave it all behind, board a plane, introduce himself to a new audience, and face the media just days later—answering questions he probably hadn’t even processed himself. The mental pressure is immense. Very few people in the world could handle that.
Luka Dončić’s trade became a global headline, overshadowing many other important stories that deserved attention. A great example from Slovenian sports: last weekend, Tijan Marovt, Slovenia’s only slalom skier in the World Cup, retired. While he wasn’t a top-tier competitor, his departure raises serious questions about the future of Slovenian alpine skiing.
This trade is more than just a sports story. It sheds light on the broader context of professional sports—from business decisions to strategic communication, from media influence to the human side of athletes' experiences. Luka Dončić is not just a basketball player; he is a symbol of the massive changes sports bring on all levels. Whether we agree with the trade or not, one thing is certain: this story is far from over.