Billionaire investor and former Dallas Mavericks owner Mark Cuban doesn’t see this deliberate underperformance as an issue. The NBA should “embrace tanking,” he said, and instead address the real reason holding the sport back: that more people can’t afford to go to games.
“Few can remember the score from the last game they saw or went to,” Cuban said. “They can’t remember the dunks or shots. What they remember is who they were with. Their family, friends, a date. That’s what makes the experience special.”
“Fans know their team can’t win every game,” he continued. Instead, fans want hope. “Hope they will get better and have a chance to compete for the playoffs and then maybe a ring.”
The NBA did not immediately respond to Fortune’s request for comment.
Jones suggested the event prioritized sponsors and famous courtside guests, as well as showcasing the games on social media, a sound business decision in terms of boosting traffic across platforms and spotlighting big-name backers, but one that was not tailored to the experience of fans in the arena.
Cuban noted tanking can help enhance a fan’s experience—whether attending a game or not—as it can kindle the hope at the core of fandom. Beyond allowing teams to nab favorable draft picks and leverage high-profile players in trades for young talent, Cuban said it can also free up payroll for a team looking to make a big acquisition down the line.
The Mavericks didn’t often tank in Cuban’s 23 years as part-owner of the team, according to the mogul, but when the team did, “our fans appreciated it,” he said. Cuban claimed the practice allowed the team to eventually improve and acquire Dončić in 2018.
Cuban said for many families trying to make memories at a game, tanking just isn’t top of mind.
“You know who cares the least about tanking?” he questioned. “A parent who [can’t] afford to bring their three kids to a game and buy their kids a jersey of their fave player.”
