Luka Doncic Contract End: The NBA’s Next Era Has Already Begun

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Let’s imagine something. It’s the year 2030. Bladerunner looks like the past now.

We’re grabbing automated coffees from robots, stepping into Waymos to go to work (they got it right, and scaled quickly). On the way to our contract gigs, there’s the occasional billboard or two. A lot of them are basic ads.

Oh, this one catches your eye.

It’s in-game highlights of an NBA game being played somewhere in Europe. Who’s playing? Ah yes. The global basketball star in his prime who has helped the NBA conquer multiple continents.

A flash on the screen: #77, Luka Doncic.

With every passing day, we’re starting to believe that there was a conspiracy behind the Luka trade, and it’s because we’re imagining that moment. It’s because of our feelings about the NBA’s narratives and international future. With this trade, the NBA has solved its biggest immediate problem. When we get to the much anticipated Luka Doncic contract end, his new deal will signal that he is the next face of the NBA, whether or not LeBron is in the picture.

It’s shaping up to be a perfect origin story: Luka is the hero, Lebron is his light figure, Nico is the villain, and the Brian Windhorst postgame finals clip is the chorus line that everyone recites. And brands knows this too well, with 2 commercials that cemented the story in our heads.

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The Luka Trade: A Perfect Storyline for the NBA

Luka to the Lakers makes too much commercial sense for the NBA. Here’s why:

1. This trade saved the 2024–2025 NBA season; ratings have made up a lot of ground compared to last year.

2. Dončić is now the most marketable player aside from LeBron James, with the top jersey sales and a huge social media presence.

3. He will be a perfect catalyst for the NBA’s international fanbase, as well as potential new investors like sovereign wealth funds.

The Ratings Recovery That Saved the Season

This story is literally saving the NBA season and laying the groundwork for international expansion. Not only are eyeballs back — before February 2nd (pre-Luka trade), the only long-tail story was that NBA ratings were on the decline. After February 2nd, the ratings increase was so staggering that overall ratings are down just 2% from the previous year.

Before Luka Dončić’s trade to the Los Angeles Lakers on February 2, 2025, the team’s television ratings were experiencing a significant decline. Some games averaged as few as 72,000 viewers — unheard of for the Lakers.

After the trade, viewership rebounded hard. Luka’s debut on February 10 drew over 2 million average viewers, peaking at 2.55 million — a 42% jump. A March 8 matchup between the Lakers and Celtics hit 4.6 million viewers, the most-watched non-Christmas NBA game in seven years.

Why Luka Is the League’s Most Marketable Star

Out of the cavalcade of stars besides LeBron, Luka is actually cutting through the noise. Not only did he drive ratings, but he also topped NBA jersey sales — the first time in 11 years that someone not named LeBron or Curry took the crown.

Dončić’s social media performance backs it up. His highlight clips generated 1.82 billion views this year — trailing only LeBron (3.2B) and Curry (2.5B).

Global Growth: Luka’s International Appeal

The NBA becomes a very promising product internationally if Luka Dončić is its flagship player. Ratings in Spain saw a 61% boost when the Mavs played the Celtics in 2024. That might sound random, but it matters. Spain is a football-dominated country. The NBA cutting through that noise is a huge sign of global potential.

Why Luka Works — and Jokic Doesn’t (Narratively)

There is something that makes this argument feel shaky. What makes Luka different from Nikola Jokić?

Jokić is a multiple MVP, a champion — everything you’d want in a flagship guy. But we’re not talking nationality. We’re talking narrative.

Jokić is... stable. He wins, rides horses, minds his business. Denver didn’t go through drama to get him. There’s no saga, no villain.

Luka, though? He’s got layers.

Before last year’s Finals, you knew Luka was good. Maybe great. But now? You know him. He’s flawed. He melted down in Game 3. He got called out by Windhorst. It felt like the start of his actual story.

The Big Picture: How Luka Helps the NBA Court Global Wealth

Aside from all the distractions, keep in mind that Adam Silver’s job is to make the NBA the most valuable sports property in the world.

That means:

• High team valuations

• Competitive franchise bids

• More money from outside investors

Luka becomes a tool in that strategy — a unifying global figure who drives ratings, social media, merchandise, and international viewership. And that also puts him at the doorstep of sovereign wealth funds, who are only just beginning to consider investing in U.S. sports.

The plans are already underway. Luka just happens to be the perfect player to carry the league into that future.