The Dallas Mavericks have taken a major step forward in solidifying their executive leadership by hiring Ethan Casson as the team’s new president—a newly created role that allows Chief Executive Officer Rick Welts to focus on long‑term strategy while Casson steers the team’s day‑to‑day business operations. The announcement, which comes just days ago, marks a pivotal moment in the Mavericks’ evolution as a sports and entertainment franchise Wikipedia+9ESPN.com+9Yahoo Sports+9Dallas Hoops Journal.
Casson, 51, was most recently CEO of the Minnesota Timberwolves, the Minnesota Lynx, and the Iowa Wolves—roles he held for nine years, during which he oversaw a broad array of business and entertainment operations for those teams Dallas Hoops Journal+2ESPN.com+2Wikipedia+2. He officially begins with the Mavericks on August 11 and will report directly to Welts, who returned from retirement seven months ago to lead the franchise following a tumultuous period in Dallas’s leadership WFAA.
From the outset, it’s clear the Mavericks crafted this position to mirror the modern structure of top sports franchises—separating macro‑level strategic leadership from tactical execution. Rick Welts, a veteran sports executive credited with orchestrating the Golden State Warriors’ move to San Francisco and the iconic development of their Chase Center, will now focus on larger initiatives, including the planning and execution of a new arena in Dallas scheduled for completion in 2031, and the transformation of the Mavericks into a venue‑owning entertainment company ESPN.com.
In contrast, Casson’s remit is crystal clear: he will oversee business strategy, revenue generation, sponsorship sales, fan experience enhancements, game‑day operations, marketing, and other operational arms of the franchise. His proven track record includes landing transformative sponsorship and naming rights deals, such as the $220 million, 20‑year naming rights agreement for Levi’s Stadium during his tenure with the San Francisco 49ers while serving as COO Dallas Hoops Journal.
Casson’s appointment reflects the Mavericks’ ambition to build not merely a basketball team, but a world‑class organization with a comprehensive, premium fan and commercial footprint. Team Governor Patrick Dumont, a member of the Adelson‑Dumont ownership group that acquired majority control in late 2023, emphasized the importance of bringing aboard executives of Casson’s caliber to elevate the franchise on every front, from competitive performance to business success Dallas Hoops Journal.
Casson himself acknowledged both the honor and the challenge of his new assignment. In statements shared at the time of the hire, he expressed gratitude to Welts and Dumont for the trust placed in him and reaffirmed his commitment to helping lead a franchise “poised not only to compete at the highest level on the court, but to deliver a world‑class experience for the most passionate and loyal fans in the NBA” Dallas Hoops Journal.
His career trajectory demonstrates why he was tapped. Born and raised in Connecticut and New Hampshire, he earned a Bachelor of Science in Sports Management from Colby‑Sawyer College in 1996, where he also played basketball Wikipedia. He began his pro sports executive career at ESPN in sponsorship development before joining the Timberwolves/Lynx organization as senior vice president of corporate partnerships and game presentation. Over 11 years in that role he honed his ability to build powerful fan and sponsor engagement programs Wikipedia.
Moving to the 49ers, Casson joined as VP of corporate sales in 2010, rising to chief revenue officer in 2014 and later becoming COO. During that stretch he contributed key leadership to planning Levi’s Stadium, overseeing revenue and partnership structuring that produced one of the most lucrative stadium naming deals in NFL history Wikipedia.
When he returned to Minnesota in 2016 as CEO, he took over full leadership of the Timberwolves, Lynx, and G League affiliate. Among his accomplishments were overseeing a $150 million renovation of the Target Center, boosting attendance initiatives, expanding ticket and premium seating revenues, and enhancing fan engagement across multiple platforms. He also led civic and community efforts that raised the profile and stability of the franchise in a highly competitive NBA market Wikipedia.
Those achievements made him exactly the kind of executive the Mavericks wanted as they move toward an era of venue ownership and entertainment district development in downtown Dallas. Rick Welts, leveraging decades of experience in big‑ticket arena and franchise building, recognized that Casson’s skills in revenue generation, corporate partnership, and venue planning would be especially valuable for what the Mavericks hope to achieve: a new arena separate from the shared American Airlines Center lease that expires in 2031 ESPN.commavs.comWFAA.
That lease — initially set to expire in July 2031 — has constrained the Mavericks’ ability to shape fan experiences, optimize revenue alignments, and capture ancillary business opportunities tied to venue control. With Casson handling business execution, Welts can devote more attention to site selection, architectural planning, financing, and destination branding for the proposed new arena and its accompanying entertainment district Dallas Hoops Journal.
Observers in the industry see this pairing as a textbook move: Welts, as veteran CEO guiding the vision, and Casson, as operational chief pushing strategy into action. Together they constitute a leadership one–two punch that sends a signal to sponsors, fans, and the broader business community that the Mavericks are thinking big and acting on long‑term potential.
The front‑office shakeup is also a strategic move in terms of consistency and stability. Since the scandal in the Mavericks’ business office that led to Cynt Marshall’s hiring and subsequent exit, the franchise has been in search of steady, experienced leadership. Welts came out of retirement to restore credibility; now Casson’s hire brings in a peer with a proven record and complementary skill set to carry forward the business and revenue engine for the organization under a shared vision ESPN.com.
While the Mavericks’ on‑court future is always in the spotlight — with Luka Dončić and key roster decisions fueling fan anticipation — the team’s ability to build infrastructure and business capacity off the court is equally vital. Casson’s role effectively enables day‑to‑day smoothing of operations, expansion of corporate partnerships, improvement of fan experience, and rollout of new revenue streams through premium hospitality, sponsorship collaborations, and digital media efforts.
From a timing perspective, Casson’s early tenure will coincide with critical pre‑development phases for the new arena project, including site planning, zoning, financing proposals, and potential partnerships with city, state, and private stakeholders. Meanwhile, Welts can channel his focus toward macro negotiations and strategic positioning — tasks that demand considerable bandwidth. By dividing responsibilities in this manner, the franchise hopes to avoid executive overload and accelerate progress ESPN.commavs.comWFAA.
The Mavericks’ leadership transition also carries a tone of ambition. Patrick Dumont emphasized that Casson’s hire is part of the organization’s broader commitment to being an elite, professional sports franchise—an entity that competes at the highest level both athletically and commercially. That requires a leadership team deeply experienced in navigating the business of sports, venue development, and fan‑centric entertainment strategy Dallas Hoops Journal.
Casson’s career demonstrates that depth. In Minnesota, he balanced multiple leagues — the NBA, WNBA, and G League — with cohesive branding strategies and strong revenue performance. At the 49ers, he helped deliver a stadium project that redefined NFL venue standards. At Dallas, he inherits an organization navigating a landmark shift—from renting within a multi‑purpose venue to potentially being sole owner and operator of a bespoke arena built to maximize revenue and fan engagement.
His arrival also signals internal restructuring: a broader emphasis on business operations suggests the Mavericks are preparing to scale. That scaling may involve enhanced premium seat offerings, expanded corporate partnerships, development of music and event programming at the future venue, and upgraded fan technology and experience—even beyond basketball game days.
In short, Casson’s appointment is about readiness. The Mavericks are signaling to sponsors, fans, investors, and the community that they’re preparing for a new era. The new president brings to the table a reputation for delivering measurable business outcomes, navigating stadium and entertainment development, and elevating franchise stature in crowded sports markets.
For Rick Welts, the hire offers partnership. Welts can elevate his macro role—steering vision, leading arena negotiations, shaping the entertainment district, and steering franchise culture—secure in the knowledge that the day‑to‑day is in experienced hands. That frees him to operate at the level befitting a regenerative CEO while Casson drives mission execution on the business front.
Looking ahead, Casson will be judged on near‑term performance metrics such as sponsorship growth, season‑ticket and premium revenue increases, game‑day experience improvements, and digital expansion. Over the longer term, his impact will be seen in how the new arena project develops, how the Mavericks monetize their venue, and how the brand expands beyond basketball into entertainment domain ownership.
In sum, the hiring of Ethan Casson as president under CEO Rick Welts is a strategic masterstroke by the Dallas Mavericks. With Casson handling operational leadership and Welts focused on visionary execution—most notably the forthcoming new arena—the franchise is positioning itself for significant evolution. Their partnership stands as a clear message: the Mavericks are transitioning from basketball franchise to destination entertainment company, guided by a leadership team equipped for the challenge.
Casson’s appointment is also a vote of confidence in the new ownership structure under the Adelson‑Dumont families, which has committed to long‑range investment and strategic franchise growth. It represents a turning point: from past turbulence to directed leadership aimed at sustainable success both on the court and in business.
That makes this hire more than just a personnel announcement—it’s a declaration of ambition. As the Mavericks head toward a bold new chapter, Casson’s proven experience and Welts’ strategic guidance will be at the front of their push to transform the organization. Under their stewardship, Dallas could become not only a perennial playoff contender, but a premier entertainment destination, anchored by a state‑of‑the‑art arena and a thriving business operation.
