The Luka Doncic Trade: A Case Study in What Not to Do

The Luka Doncic Trade: A Case Study in What Not to Do

In the future, college courses on sports management and public relations will likely use the Dallas Mavericks' handling of the Luka Dončić trade as a textbook example of what not to do. The fallout from that trade continues to ripple through the franchise, and the latest chapter unfolded this week after the Mavericks' season ended prematurely in the play-in tournament.

General Manager Nico Harrison addressed the media and, according to Mike Vorkunov of The Athletic, made this revealing comment:
"I did know that Luka was important to the fan base. I didn't quite know it to that level."

Here are three immediate reactions to Harrison's comment, all of which reflect poorly on him:

1. How is it possible that, after being around the Mavericks for four years in Dallas, Harrison failed to grasp the depth of the fanbase’s bond with Dončić?

2. Harrison made his name at Nike as Kobe Bryant's representative. How did he miss the intensity of that same connection between a home-grown MVP-caliber player and his fans in Dallas?

3. The NBA is an entertainment business, and fans are the lifeblood of the league. If you fail to understand, or worse, disregard, the emotional connection between your star player and the community, you're doing damage to the business.

And there’s more fallout in Dallas this week:

• Harrison argued that some of the criticism of the trade stems from not fully appreciating Anthony Davis and his skill set. While it’s true that Davis, when healthy, is an elite two-way player, this argument doesn’t justify the trade. Even if Davis is an All-NBA player, he's not in the same stratosphere as Dončić, who is entering his prime and is an MVP-level candidate. Davis is also six years older and has a history of injuries. Additionally, Harrison's failure to secure both Lakers first-round picks and Austin Reaves in the deal is puzzling.

• Harrison also stated that his relationship with team owner Patrick Dumont remains strong. It should, since Harrison spearheaded the trade at the behest of ownership, which reportedly didn’t want to pay Dončić the largest contract in NBA history. Ownership also played a key role in pushing for the trade, according to league sources.

• For now, Harrison’s job appears safe, though he could eventually become the scapegoat. As for the Adelson/Dumont ownership group, they’re not likely to sell the team. The Mavericks’ future — including a new arena in the coming decade — is part of a much larger real estate deal, and that long-term vision won't change because of this trade.

• ESPN’s Tim MacMahon recently delved deep into the unraveling relationship between Dončić and the Mavericks, revealing details of organizational discord going back 18 months. It’s an excellent piece of reporting that’s well worth the read.

The takeaway from MacMahon’s report: Harrison seems to prioritize control above all else, and his inability to anticipate the backlash to this trade shows a lack of foresight. He was unprepared for how this move would be received, and his failure to manage the franchise and fans' expectations contributed to the chaos.

In the end, this trade will be remembered as a lesson in mismanagement — from the front office down to the fan experience.