#36 Better to Be Hated or Loved Than Ignored in Sports: The Mavericks Approach | George Killebrew

About the episode

George Killebrew, Vice President of the United Pickleball Association and former Chief Revenue Officer of the Dallas Mavericks, shares why in sports, it’s better to be hated or loved than ignored—and how that mindset shaped the Mavericks’ approach to building a winning franchise.

This episode explores the principles behind creating a team that drives engagement, loyalty, and long-term value, from media rights as a primary revenue driver to embracing bold, polarizing strategies that capture attention and influence culture.

Killebrew also reflects on defining moments in his career, including the Mavericks’ 2011 championship run, the challenges of early playoff games in unconventional venues, and the experiences that sparked his lifelong passion for sports management.