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The Texas Legends, the Gatorade League affiliate of the NBA Dallas Mavericks, have called Frisco home since the team first formed in 2009.
Frisco has embraced the Legends, giving the team the No. 1 spot in the G-league for attendance, usually playing to sellout crowds at their home court, Comerica Center.
“A Legends game is unique. Our fans can see these players in action, get pictures and autographs with them, then watch them in the NBA just a few nights later,” said Malcolm Farmer, president and general manager. “They get to see the future of NBA basketball right here in Frisco. We have the best fan support in the league.”
In 2017, the Legends led the G-league in number of players called up to the NBA.
The Frisco and North Texas corporate culture has also embraced the team; the Legends led the league in corporate sponsorships.
In return, the team has embraced their hometown, working in unity with the leaders and residents of Frisco to become a true civic partner.
“We pride ourselves on not just being in the community, but instead, truly investing and becoming a part of the community,” said Farmer.
The Legends bring in elementary-school children to lead the national anthem at games. The team, through Texas Legends Care, has provided a VIP Legends’ game experience to more than 3,000 disadvantaged children and their families. The team tied its own league record by hosting, in a single season, 24 unique charities, wearing custom jerseys for every home game. And the Legends open their doors for basketball camps all year long.
“We can engage on so many levels with kids, from skill development to the science of basketball,” said Farmer. “We’ve had kids from our camps go to college on basketball scholarships. But we want to engage kids, even if they don’t play because there are so many avenues related to basketball they can pursue.”
The NBA has lauded the Legends for their in-game experience, television broadcasts and premium clientele experience. The Legends’ in-game entertainment is known as some of the most interactive in the entire NBA— or as Farmer likes to say, “It’s a three-ring circus here every game day.”
Comerica Center hosts a mix of sporting events, from basketball to hockey to cheerleading championships year-round. The venue seats up to 6,000 and features a state-of-the-art sound system, three high-definition video screens, 12 suites and a private lounge. Comerica Center is conveniently located near the Frisco Conference Center and Embassy Suites hotel.