The Dallas Mavericks, recently under new and more conservative ownership, are set to make sports and business history once again, with the team transitioning from one groundbreaking leader to another. On December 18, the team announced that Cynt Marshall, the first Black and woman CEO of an NBA franchise, would be succeeded by Rick Welts, the first openly gay CEO in major professional sports. The announcement came just months after the team announced, on October 8, that Marshall would be retiring at the end of 2024.
In February 2015, Marshall, a former AT&T executive, became the the first female and first Black CEO of an NBA team. She was brought in during a time of turmoil, seemingly to overhaul the Mavericks’ organizational culture after a series of scandals, including allegations of sexual harassment. Her tenure was marked by a commitment to restoring the team’s reputation, combatting the organization’s culture, hiring diverse candidates and solidifying the Maverick’s position as a partner with several new community partners.
Now her successor, Rick Welts, a seasoned sports executive, who came out as gay in 2013 and has become known for his advocacy for LGBTQ+ rights, is expected to bring his strategic vision to the Mavericks. His appointment, specifically following Marshall’s, is opening up the discussion about the potential for broader diversity and inclusion in the sports industry. The discussion is particularly intriguing because of its roots in a conservative state like Texas and under a historically conservative family.
The Adelson Era: A New Chapter
The Dallas Mavericks, once synonymous with the flamboyant and outspoken Mark Cuban, have entered a new era under the new majority ownership of the Adelson-Dumont family. This shift in ownership brings a new dynamic to the franchise, marking a departure from the high-profile, often controversial, Cuban era to one of strategy and a long-game.
Miriam Adelson, an Israeli-American physician, businesswoman, and widow of Sheldon Adelson, a casino magnate, stepped onto the Dallas scene in 2023 with the majority stake purchase in the Dallas Mavericks. Adelson brought with her, her son-in-law, Patrick Dumont, the current Governor of the Dallas Mavericks. Dumont was previously the President and Chief Operating Officer of Las Vegas Sands Corp, a multinational gaming and hospitality company that owns and operates The Venetian Resort Las Vegas, The Palazzo Las Vegas, Sands Expo and Convention Center, and Marina Bay Sands in Singapore.
The Adelson-Dumont family’s acquisition of the Dallas Mavericks is part of a larger strategic plan to expand their influence in Texas and potentially develop a destination resort. This ambitious vision hinges on the legalization of casino gambling in the state, a long-standing goal for the family. The family’s purchase coincided almost perfectly with their advocacy for the legalization of gambling in Texas.
The Adelson family is likely to bring a different approach to owning the Mavericks. While the family is known for its significant wealth and business acumen, they are less likely to be as publicly involved in the team’s day-to-day operations as it’s expected that the family has longer-term goals in mind – long term goals that mean putting plans and potential profit over particulars, especially concerning race, gender and sexuality.
A Symbolic Shift?
Historically, people of color, women, and LGBTQ+ individuals have faced significant barriers to entry and advancement in top leadership positions, especially in sports. In the NFL, while there have been more women and minority coaches and executives, the majority of head coaching and general manager positions are still held by white men. In Major League Baseball, while there have been more minority managers and executives, there remains a significant lack of diversity in ownership and front office roles.
While there’s little question of the talent and capability of both Marshall and Welts, the transition could be seen as a symbolic shift. While the Mavericks’ new ownership may have different political leanings, to the tune of pledging $100 million to President-elect Donald Trump’s campaign in exchange for U.S. support for Israel annexing the West Bank, their commitment to building a successful casino conglomerate in Texas appears to transcend ideological differences.
The choice of Cynt Marshall and Rick Welts as CEOs of the Dallas Mavericks could indeed be seen as a strategic move to improve the team’s public image, address potential criticisms and position to organization for future profitability. Studies have shown that companies with diverse leadership teams tend to improve moral and productivity, perform better financially, attract and retain top talent and enhance brand reputation.
In the current social and political climate, hiring a Black woman CEO like Cynt Marshall, especially after the team’s past controversies, could be seen as a proactive step to demonstrate a commitment to diversity and inclusion. Similarly, hiring an openly gay executive like Rick Welts could signal the team’s support for LGBTQ+ rights, which could resonate with a younger, more progressive demographic during a time when NBA viewership is dwindling. The Mavericks also faced criticism for being one of two NBA team to refrain from participating in Pride celebrations in 2023, along with the Boston Celtics.
While it’s impossible to definitively state the underlying motivations, these public relations benefits could be significant factors in the decision-making process. However, Marshall’s and Welts’s presence in the league’s executive ranks is undoubtedly a positive step forward, even if only symbolically.
