The Mavericks are facing "major fan backlash on social media" amid the news the team will "significantly raise prices” for tickets, according to Brad Townsend of the DALLAS MORNING NEWS. The Mavericks described the increases for the 2024-25 season as "incremental." Season ticket holders have said that the “increases vary from 20% to 50%.” Townsend noted it appears that those “experiencing the biggest sticker shock are longtime fans who had ticket costs locked in due to loyalty pricing, which the Mavericks apparently are discontinuing.” The Mavericks entered the 2023-24 season with the “11th-most expensive average ticket prices” (DALLAS MORNING NEWS, 2/23).
UNDER NEW OWNERSHIP: In Fort Worth, Mac Engel wrote the "massive price increase for next season” is the “first of what will be many signs of the ownership change.” Former majority owner Mark Cuban for years kept the Mavericks "under the average price of attending an NBA game.” He implemented a “loyalty” program for season-ticket holders, and “deliberately kept their prices down to reward those fans, and increase his chances of retaining them.” Fans are being “told no” when asking ticket reps if the move is a "result of the ownership change.” But the new owners “live out of town,” and have “no prior relationships with pro sports." Their interest in this team is that of an “appreciating asset,” which “should allow them a place in the room for a casino license whenever gaming is allowed in Texas.” They are taking the "calculated risk that even if they lose a few season ticket holders with this price increase, they will be replaced” (FORT WORTH STAR-TELEGRAM, 2/24).
