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Tuesday, June 24, 2025

Dallas Sports Is Booming—and It’s Not All About the Cowboys

The NBA team’s shocking win in the draft lottery is just the latest in a series of events with national appeal in the No. 4 U.S. media market. 

Kevin Jairaj-Imagn Images

The Dallas-Fort Worth Metroplex, already a crucible for large-scale changes in sports media, is now set to become a focal point for national networks across every major sport. 

The Mavericks stunned the basketball world Monday night by overcoming just a 1.8% chance to win the NBA draft lottery. That triumph is likely to bring the team Duke star Cooper Flagg with the first overall pick and provide a sizable reversal in its fortunes. The development is a massive turn for the franchise after the much-derided Luka Dončić trade in February ultimately led to a quick exit in the postseason play-in tournament. 

The draft lottery win, however, is far from the only significant sports event happening in the Dallas area that is capturing the attention of networks. Among the other developments:

There’s even more coming in 2026 as AT&T Stadium in Arlington will be the site of nine matches in the FIFA World Cup, more than any other host venue, and including a semifinal. 

The rising sports spotlight on Dallas, which just elevated to the No. 4 U.S. media market, arrives as each of those pro teams besides the Cowboys has fundamentally reshaped its local media in recent months—in turn helping forge a path for other locales. A broad turn away from the traditional cable model has guided many of those teams in their retooled regional strategies, but several national networks with a big presence in cable will be increasingly headed to Dallas due to the rising star power. 

“I am so happy for Mavericks fans,” said the team’s CEO, Rick Welts, a Basketball Hall of Famer. “I only got to Dallas Jan. 1 of this year. Feb. 1, we broke the internet [with the Dončić trade]. I am just amazed at the depth of the emotion and connection that the fan base has with the team. And what happened, I can’t imagine a better day for Mavs fans. It’s going to really be something special. I can’t wait to get back to Dallas.”

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