Luka Dončić and the Dallas Mavericks will always be intertwined in their legacies not only because the superstar was the face of the franchise for the first six and a half years of his career, but also because of how his tenure ended. Six months after they traded him away to the Los Angeles Lakers, the Mavericks continue to attempt to distance themselves from the elite guard. Dončić is part of an advertising campaign for the video game “Overwatch 2,” and when billboards popped up near American Airlines Center, the Mavericks reportedly requested that it be moved further away.
According to The Dallas Morning News’ Mike Curtis, the Mavericks asked that the advertisements be relocated from its space on Nowitzki Way, just steps away from their home venue. The buildings directly behind and adjacent to the Dirk Nowitzki statue featured multiple digital screens with a picture of Dončić’s face and a caption stating “Cowboys Never Die.” The Mavericks said that the request did not come from within the team’s ownership group or senior leadership.
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Dončić is a prominent “Overwatch” player who achieved Grandmaster status and is one of the top 500 players in North America. As part of the new Play Like Luka event, “Overwatch 2” players will see a bevy of Dončić-related items in the game including a 77 loot box giveaway, a golden basketball weapon charm with the 77 number, a spray and a player title for Sharpshooter 77. The event also comes with three Stadium hero builds including “Fadeaway Fan” Cassidy, “Luka Dunkcic” Lúcio and “Hooper Trooper” Zarya.
“Many have seen how competitive I am on the basketball court, but you may not know that I’m just as competitive when I’m playing ‘Overwatch,'” Dončić said in a statement highlighting his partnership with “Overwatch 2.” “I love this game, and am excited about this partnership. It’s special to be in the game in a way that other players can be part of.”
That the Mavericks requested the billboard be moved is one of the numerous ways the franchise attempted to widen the gap between itself and Dončić. General manager Nico Harrison cited concerns over the superstar’s health and conditioning after he completed one of the most stunning trades in NBA history.
The Lakers, meanwhile, have made their support of Dončić widely known. They signed him this month to a three-year contract extension worth $165 million, locking him in as the future of the franchise if and when LeBron James retires or concludes his NBA career with another team. Lakers brass also visited Dončić on Wednesday in Poland ahead of his EuroBasket debut with Slovenia. The Lakers’ support of his participation in the international tournament is notable given that he endured an injury scare in exhibition play.
