The Dallas Mavericks have appointed James Ruth as chief marketing officer, reporting to President Ethan Casson.
In his role, Ruth will oversee brand strategy, domestic and international marketing, in-game experience, merchandise, creative, content and social, performance marketing, and events to grow and deepen fan engagement for the Mavericks.
“As we enter our next phase of growth, we are excited to welcome James to the Mavericks organization,” said Casson. “He brings an exceptional combination of strategic vision, creativity, and industry experience to this role. His leadership at both the team and league levels across the NFL and Major League Soccer has given him a unique perspective on building brands, engaging fans, and driving business results.”
Ruth joins the Mavericks from the NFL’s Tampa Bay Buccaneers, where he served as CMO. During his tenure, Ruth led a comprehensive repositioning of the Buccaneers brand, resulting in significant gains in fan sentiment, merchandise sales, digital engagement, and in-stadium experience rankings. His work included the successful return of the club’s iconic “Creamsicle” identity, one of the NFL’s most successful throwback programs.
Prior to Tampa Bay, Ruth served as chief marketing officer of Austin FC, where he was part of the executive team that launched the club and helped lead the organization to MLS Marketing Team of the Year honors.
Earlier in his career, he held marketing leadership roles at Major League Soccer, helping launch the League’s Marketing Properties Group to drive initiatives across MLS, the U.S. National Team, the Mexican National Team, and major international soccer events.
“I’m excited to return to Dallas, a city that I have a special connection to, and an organization in the Mavericks that I’ve always admired,” said Ruth. “The future for this team and community is extraordinarily bright, and I’m honored to be part of an organization committed to delivering a team that uniquely represents Dallas on a national and international stage.”
Before embarking on a sports marketing career that took him to New York City, Austin and Tampa Bay, Ruth graduated with a BBA from Southern Methodist University and received his MBA from Columbia University. He is originally from Lincoln, Nebraska.
