The year 2000 cracked open like a glow stick, flooding Dallas with new money – and a new Mavericks owner, who had made his money selling his streaming site just before the dot-com crash. Like the 1990s Mavs, Mark Cuban wasn’t polished – and he sure as hell wasn’t subtle. He was brash and argumentative, clashed with refs, and clapped too hard whenever Dirk Nowitzki buried a three. The internet age, in the form of Cuban, crashed courtside when he bought the team for $285m. Gone was the era of distant owners watching occasional games from the executive boxes: the fan was in control of the team now. Cuban had hacked reality.
Cuban’s thesis was simple: never play by their rules. The Mavs were his start-up. He improved nutrition, upgraded hotels for road games, bought a team plane, filled lockers with PlayStations, and fought the NBA’s lawyers with the defiance of a rapper clapping off hundos in a strip club. This went against the NBA’s old boys’ club. For all his dot-com cache, Cuban was punk in practice.
