Dallas Mavericks and Dallas Wings are making pro basketball history with a new business and philanthropic partnership. Since 2015, these NBA and WNBA teams have shared mutual admiration and occasional collaborations on community outreach, but now they are taking their relationship to the next level.
Starting with Sunday’s home game against Chicago, the Wings’ jerseys will proudly display a Mavericks-sponsored patch featuring the Girls Empowered by Mavericks (GEM) logo on the abdomen. This visible patch is just one aspect of a deeper alliance, where Wings players and coaches will join GEM’s year-round programming efforts, benefiting 3,000 North Texas girls annually.
The multi-year contract details won’t be disclosed publicly, but sources say the Mavericks’ investment is in the seven figures. Mavericks CEO Cynt Marshall expressed her excitement, calling it a “match made in heaven,” symbolizing their commitment to supporting each other.
The GEM program was created in 2021 to empower girls aged 9 to 14 through physical activity. Mavericks operations manager Becca Brown and Mavs Academy senior coordinator Kelli Robinson proposed the program, highlighting how staying physically active positively impacts mental and emotional health.
GEM’s activities include basketball camps, health and wellness clinics by UT Southwestern, financial empowerment courses by TIAA, and workshops on leadership skills, inclusion, and academic success through sports.
The Mavericks and Wings collaboration is unique, not involving shared ownership. This groundbreaking alliance highlights the Mavericks’ dedication to empowering girls and women in North Texas.
The Wings franchise has a storied history, originating in Detroit 25 years ago before moving to Tulsa and finally Arlington. Cynt Marshall, who became the Mavericks’ CEO in 2018, sought ways to strengthen community efforts between the teams.
When the pandemic hit in 2020, the Mavericks and Wings increased their collaboration, with players and employees attending each other’s games. Former Wings players Isabelle Harrison and Moriah Jefferson also worked extensively with the GEM program.
The official announcement of this partnership and the Mavericks-sponsored jersey patch debut will take place on Sunday during the Inspiring Women’s Weekend game against Chicago. This event holds particular significance as GEM will be the presenting sponsor.
This alliance aims to inspire and empower girls and women through sports. As women’s sports grow in prominence, the Mavericks and Wings hope to ignite a spark in young girls, encouraging them to pursue opportunities in basketball and beyond.
The Mavericks and Wings are paving the way for a brighter future, united in their mission to make a lasting impact on North Texas girls’ lives and empowering them to achieve greatness. #NBA #WNBA #Empowerment #GirlsInSports