By Brad Townsend
Sports enterprise reporter, Mavericks and NBA
Mavericks CEO Cynt Marshall, a transformative figure who reshaped and energized the franchise during one of its darkest periods, is retiring effective Dec. 31.
Marshall finalized her decision late Monday and informed Mavericks staff members Tuesday morning. Although she turns 65 on Dec. 15, her decision comes as a surprise, just three weeks before the start of the season.
A few days ago, according a person familiar with her thinking, Marshall was in contract-extension negotiations with Mavericks governor Patrick Dumont, whose family last December purchased the franchise’s majority interest from Mark Cuban.
Marshall’s husband, Kenneth, has battled cancer for two years and Marshall herself is a stage 3 colon cancer survivor, but it’s unclear whether Kenneth’s health was a determining factor.
“Cynt Marshall is a force of nature,” Dumont said in a news release announcing the decision. “I like to say her superpower is bringing people together, but the truth is she has many superpowers.
“Cynt has always gone above and beyond in everything she has done, and her leadership of the Dallas Mavericks is no exception. She is an indelible fixture in the history of this franchise, and we are eternally grateful. The positive impact she has had here will be felt for a very long time.”
When Cuban hired Marshall in March 2018 as the first Black female CEO in NBA history, the franchise was reeling from allegations of two decades of sexual harassment and workplace misconduct within its business operations.
Nine months before taking over the Mavericks’ business operations, Marshall had retired from a 36-year career as an AT&T executive and had founded a consulting firm.
“I’m honored to have been asked by Mark to join him in addressing some very serious issues,” Marshall said upon her hiring on Feb. 26, 2018, initially as interim CEO.
“I’m saddened, and I’ll say that again: I’m very saddened that issues of domestic violence and sexual harassment are so prominent in our society and allegations have surfaced once again in our organization.”
A subsequent independent seven-month investigation confirmed “numerous instances” of sexual harassment and other improper conduct, resulting in multiple Mavericks employee dismissals and Marshall implementing sweeping changes.
What resulted, many longtime employees told The Newson the one-year anniversary of Marshall’s arrival, was a culture of inclusion and diversity and a zero-tolerance policy regarding improper conduct.Related:Cynt Marshall beat cancer, domestic abuse and racial barriers, but can she save the Mavs?
When Marshall arrived, none of the Mavericks’ business-side executives were women or people of color. Within a year, half of the executives were women and 43% were people of color.
Before Marshall, 74% of the franchise’s business-side employees were white and 68% were men. Within that first year, 40% were people of color; and 43 percent were women.
“Bringing Cynt to the Mavericks six years ago was one of the smartest decisions I’ve ever made,” said Cuban, who still owns 27% of the franchise. “She has led this organization to new heights with grace and integrity, and her light will continue to shine bright throughout the community. Thank you, Cynt.”
Marshall’s first contract as full-time CEO was for three years. In 2020 and 2022, the Mavericks received the NBA’s Inclusion Leadership Award for creating and executing programing that promotes inclusion and inclusive practices.
In 2020 the franchise created the GEM program — Girls Empowered by Mavericks — to inspire girls and young women by using physical activity as a cornerstone for development and success. In 2023, the Dallas Wings joined the program’s efforts and the Mavericks became the first NBA team to become a WNBA franchise’s jersey sponsor, with a GEM logo.
Under Marshall, the Mavericks broadened and strengthened their ties to North Texas communities through philanthropic initiatives, outreach and activism, perhaps most visibly by advocating social justice in the aftermath of George Floyd’s May of 2020 death in Minneapolis.
Forbes in 2021 named Marshall as one of its 15 most inspiring women leaders globally during Women’s History Month. A year later, Fortune named her one of the world’s 50 most powerful women business leaders.
The Mavericks’ simultaneous hiring of general manager Nico Harrison and coach Jason Kidd in the summer of 2021 led to a Western Conference finals appearance the following spring; and last season’s run to the NBA Finals.
Amid that run, Dumont signed Harrison and Kidd to contract extensions. Noticeably missing was an extension for Marshall, although Dumont at the time told The News:
“Cynt and Nico and Coach Kidd, they’re the leaders who define the culture and the character of the organization. And I think they’ve done a phenomenal job. And so I think it made a lot of sense. We want them all here for the long term.”
Until recent days, indications were that the triumvirate would be intact for at least another season, but now the franchise is searching for a new CEO.
Marshall and the Mavericks have agreed that after her retirement goes into effect Dec. 31, she will remain as a consultant through December 2025.
