Dallas Cowboys owner Jerry Jones' business empire just got bigger. Legends Global, a company that is part of Legends Hospitality, co-founded by Jones, is expected to oversee the construction of the NBA’s Dallas Mavericks' proposed arena.

The new arena is set to be built where Valley View Mall in Virginia once stood, with Legends Global being involved in planning and ticket sales for large-scale events.

"As part of the new partnership, Legends Global’s owner’s representation team will work as an independent third-party representing the Mavericks from pre-design through closeout, protecting the team’s interests in budgeting, construction schedules, quality, and risk control, while also serving as a liaison to contractors and architects," Legends Global said in a press release statement on July 21.

According to the company's press release statement, Legends Global, which is co-founded by the New York Yankees Enterprises, is set to serve as the owner’s representative of the Mavericks' new arena after the construction announcement in June.

"The Mavericks’ future venue project reflects the franchise’s commitment to delivering an elevated fan experience, expanded community impact and a state-of-the-art home for both basketball operations and large-scale live events," Legends Global's statement for the press release read.

This partnership signals significant acceleration in the project, as the team is targeting a 2031 opening to coincide with the expiration of their current American Airlines Center.

Legends will play a key role in the development of the New Mavericks arena project, overseeing premium seating sales while working with the franchise on data-driven sales strategies and product development for the new venue.

Legends Global brings venue expertise to Mavericks' new project

Legends Global has previous NBA experience working with the Mavericks since 2014 in logistics and sales, where they delivered in-venue merchandise for the fans.

“As we set out to redefine the premium and fan experience in Dallas and beyond, we’re excited to partner with Legends Global to help bring that vision to life,” Mavericks President Ethan Casson said, according to the same press release statement.

The press statement further revealed that Legends is currently working on new venue projects for the NFL's Cleveland Browns, NYCFC, the Athletics (MLB), and Buffalo Bills Highmark Stadium (which is yet to open)

By partnering with Legends Global, the Mavericks are relying on the company's venue expertise to help redefine the fan experience in North Texas.

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Written by

Archana Ramakrishnan

Edited by

Arundhoti Palit