A new physical display on Nowitzki Way shows Dončić’s full face with the tagline “Cowboys Never Die” positioned directly by the American Airlines Center. Days earlier, the Mavericks had reportedly asked that a digital Overwatch 2 ad featuring Dončić be moved for being too close to the arena. Blizzard’s Overwatch 2 partnership with Dončić is part of a national campaign with themed in-game content, presented in coverage as a genuine fit with his gaming profile. Fan and media frustration in Dallas intensified over the episode, with Locked On Mavericks hosts calling the team’s objection petty and counterproductive. The renewed focus on Dončić follows his February trade to the Lakers and complicates Dallas’s effort to shift attention to No. 1 pick Cooper Flagg as its new cornerstone.
