Mavericks address fan backlash over incremental ticket price increases

Fans are furious at the Mavericks for increasing 2024-25 season ticket prices by 20%-to-50%, despite promises of 'incremental' increases.

The Dallas Mavericks' new ownership group has faced criticism from fans after announcing a significant increase in season ticket prices. Despite a recent winning streak, the team has been met with backlash on social media over the price hikes. The Mavericks have not provided specific details about the percentage increases, but some season-ticket-holders report increases ranging from 20% to 50%. Longtime fans who had locked-in ticket costs due to loyalty pricing are among those most affected by the changes, as the Mavericks appear to be discontinuing this program.

The team's chief revenue officer, Theo Hodges, has defended the price increases by emphasizing new benefits and incentives for Club Maverick members. He stated that next season's ticket prices have increased incrementally but remain at or below league averages. However, fans have expressed frustration over the timing of these increases, especially coming less than two months after the transfer of ownership to Miriam Adelson and Patrick Dumont.

The Mavericks' average ticket price for the 2023-24 season was $249, ranking 11th among NBA teams. Despite the price hikes, the team's franchise value remains high, with Forbes valuing it at $4.5 billion. The recent arena upgrades, including a new center-hung videoboard and seat replacements, have contributed to these costs.

Dumont has assured fans that the team intends to honor its AAC lease agreement, which extends to July 2031. He also emphasized plans for significant improvements to AAC in the coming years to enhance the hospitality experience for fans. However, the immediate impact of the ticket price increases has left some fans questioning the team's commitment to its loyal fanbase.

Given the high ticket prices in top NBA markets like Golden State, Los Angeles, and New York, the Mavericks' price increases have sparked concern among fans. Despite the team's reassurances, the backlash highlights the challenges of balancing revenue generation with fan satisfaction.