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Mark Cuban: Controversial Corporate Communication

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On January 4, 2000, Mark Cuban purchased a majority stake in the NBA Dallas Mavericks basketball team for $285 million from H. Ross Perot, Jr. Since then, Cuban has been known for being highly involved in his team; he is often seen yelling and going crazy on the sidelines. Mark Cuban’s crazy antics have been the source of extensive media attention and controversy. The billionaire has been fined at least $1,665,000 to date for his critical statements about the league and especially the referees. However, Cuban reportedly matches his NBA fines with charitable donations of equal value. All of these things have significant impact on the image of the Dallas Mavericks, and of the National Basketball Association.

In the 20 years before Cuban bought the team, the Mavs had a winning percentage of 40%, and playoff record of 21–32.In the ten years following, the team won 69% of their regular season games and reached the playoffs in each of those seasons. So, it could be said that Mark Cuban, despite all of his crazy antics, has actually improved the image of the Mavericks.

-Fran Greene, Ari Nateman, Lacey Innman, Megan Regele

Comments

5 responses to “Mark Cuban: Controversial Corporate Communication”

  1. Will Cosden Avatar
    Will Cosden

    Quick, name 5 NBA team owners. I can only think of two other than Cuban. However, if you say Cuban’s name, most sports fans will directly reference the Mavericks. On one hand, he has promoted his own image and popularity to a very high level. On the other, it’s difficult to say how his business decisions and actions have helped the team image. While you can’t deny his remarkable winning percentage and turnaround of the team, it should be asked if this is completely because of him. It’s definitely true, however, that he keeps the Mavs talked about even when they’re not on the top of the standings. He is very avid and passionate about his team. Most owners stay stoic and expressionless in their box suite while Cuban likes to be court-side, partly because he wants to be seen, but partly because he loves his team. If you asked me, I think Cuban has definitely improved the image of the Mavericks. Without him, not only could they be a worse team, but their brand could be telling a completely different (and possibly worse) story.

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  2. Lee Faison Avatar
    Lee Faison

    I think Mark Cuban has many positives as well as negatives when it comes to corporate communication. He is definitely one of the most contreversial Owners in sports today. Some of his actions and comments have definitely labled him and his organization with a brand. But from his rude comments and actions he shows a tremendous amount of passion for the sport and his team which makes players want to play for him. I agree that without Mark Cuban the Mavericks would be a much worse team and much worse off.

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  3. Mark Powell Avatar
    Mark Powell

    Mark Cuban’s entrance into the Mavericks organization has been a complete success despite the negatives he appears to bring to the team. He inspires them with his emotional drive to win each game and it is a nice change to have an owner that wants to be involved with his team instead of sitting in a press box high in the arena. I compare him to Jerry Jones of the Dallas Cowboys, a successful organization for the most part. While Cuban has had problems in the NBA regarding his mouth, the fact that he is willing to fight for his team and take the fines shows his character to the team. His passion is something the coaches and players can feed off of. The success of the team since his arrival is not debatable and I believe it can be attributed to the high level of involvement by all members of the Mavericks organization from the top to the bottom.

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  4. Jared Sales Avatar
    Jared Sales

    ABSOLUTLEY, i am a believer that in this situation any press is good press. If he is running around and getting more people to check out the team for good reasons or not, at least its coverage. I believe that any of this press can be a small seed into people looking more into the team which can grow and cause a ripple effect. For example Paris hilton wouldent be as popular or sucessful as she is today if she didnt get involved with a sex tape. There are so many examples of this

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  5. Andi Cornelius Avatar
    Andi Cornelius

    I definitely agree that the passion Cuban brings to the game is something that would be profitable for the team. He has become a huge contributing member to the brand that is the Dallas Mavericks. Coming from someone who doesn’t heavily follow sports yet can easily identify Cuban’s name, he has created someone to talk about, and thus, a brand to talk about. Controversial or not, the profit he brings to the league is unmatchable.

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