How the Dallas Mavericks Are Winning Over Filipino Fans 

Through cultural celebrations, social media, and grassroots partnerships, the Mavericks are building a loyal following among Filipino basketball fans.

By André Averion, Communications Chair

Published November 4, 2024.

The Dallas Mavericks will be hosting Filipino Celebration Night Nov. 19 alongside their introduction of a new court, showcases a unique decades long journey of fan engagement, cultural exchange, and the growing influence of Filipino basketball fans in the NBA.

Basketball has become one of the most popular sports in the Philippines, with NBA Asia Managing Director Ramez Sheikh confirming in 2023 that fans in the Philippines is one the largest markets for the NBA, making for the record engagement audience on platforms like Facebook, X and TikTok. 

Since the sport’s introduction to the Philippines in the early 20th century by American following World War 2, basketball has maintained a prominent place in Filipino life. The Philippine Basketball Association, or PBA, established in 1975, is Asia’s oldest professional basketball league, and the country’s enthusiasm for the sport is apparent in its success on the international stage. The Philippines became one of the first Asian countries to join FIBA, the international basketball governing body, and has consistently invested in basketball infrastructure and development at all levels.

The NBA became more accessible to Filipino audiences in the 1980s and 1990s, when games began airing in Filipino households. By this time, NBA stars like Michael Jordan, Magic Johnson and Larry Bird had become household names, fueling the country’s enthusiasm for American basketball. The Mavericks, founded in 1980 as an NBA expansion team, eventually gained international attention, but it wasn’t until the arrival of Dirk Nowitzki in the late 1990s that the team gained a global following. The German-born player transformed the Mavericks, leading them to their first and only NBA Championship in 2011.

In 2022, the Mavericks expanded their outreach by partnering with the Philippines’ National Basketball League to support grassroots basketball in the Philippines. The partnership aims to develop young Filipino athletes by giving them access to Mavericks staff and players. This partnership eventually evolved into community appreciation, with Maverick’s player Kyrie Irving receiving his own basketball mural in La Union Province, which is still present today. 

One notable social media moment between the Mavericks and their Filipino fan base occurred when Luka Dončić, the team’s star point guard, expressed his appreciation for Filipino fans. Dončić’s acknowledgment of Filipino support was widely shared in Filipino basketball circles, strengthening his appeal among this fan demographic. 

The connection between the Dallas Mavericks and Filipino fans demonstrates the power of cultural outreach in sports. By celebrating Filipino heritage and making an effort to engage Filipino communities, the Mavericks have built a lasting relationship that enhances the team’s identity on a global scale. As the NBA continues to look beyond U.S. borders, the Mavericks’ engagement with Filipino fans stands as an example of how sports can bring people together across cultures.

Locally this includes a partnership with the Pilipino American Community Endeavor and Saturdae Events, where not only will exclusive Filipino x Mavericks merchandise be given through the purchase of a ticket while supplies last, but where a portion of ticket funds will go into supporting the building of a community center in the DFW metroplex.