ALLEN – One of the most popular players in Mavericks history is branching into a new sport.
Former standout Eduardo Najera has purchased a stake in the Dallas Sidekicks of the Major Arena Soccer League. It’s a reunion for Najera with the sport that he grew up loving before a summertime growth spurt steered him into basketball.
The Sidekicks began operations in 1984 and after an eight-year hiatus returned in 2012. They play at Allen Event Center.
Najera has spent his recent years as part owner, coach and/or executive of the Texas Legends of the NBA’s G League.
However, he said he wanted to diversify into the sport that he played as a kid. The deal became official on Friday.
“This opportunity came about after being with the Texas Legends and seeing the business side and how to run a franchise,” Najera said after signing his ownership papers. “There’s so many obstacles but I love it. That’s part of being an entrepreneur and making that transition.”
But as much as it is a good business venture, his involvement with the Sidekicks is a chance to reconnect with a community that he feels needs a new entertainment option.
“It’s a great opportunity,” he said. “I’m so thankful the Sidekicks are giving me this chance.
“It’s a business, of course. It reminds me of the Texas Legends. I can connect more with the Hispanic community here in the Metroplex, and I like that. We have the Mavericks, the Rangers, the Cowboys. But some of the my fellow Mexicans can’t afford to go to those games. Soccer is exploding. I want to create that outlet for them so they can enjoy it and I think we can do something really cool with the community.”
And it brings Najera full circle.
“It goes back to the way I grew up,” he said. “I grew up with soccer. It was the main sport in my country and played throughout my childhood. Then eventually I grew eight inches in one summer. So then I switched to basketball. I actually was a decent soccer player growing up.”
Najera is widely considered the best basketball player ever born in Mexico. He played 12 NBA seasons, including five for the Mavericks over two stints. He was the 38th overall draft pick in 2000 out of Oklahoma.
He averaged 6.7 points and 4.6 rebounds in 2002-03, helping the Mavericks reach the Western Conference semifinals.
Najera also was instrumental in helping the NBA place more games in Mexico and the league now has annual regular-season games in Mexico City.
The timing of Najera getting into the MASL is excellent. The next World Cup is coming to North America in 2026. In addition, the U.S. will host Copa America next summer.
“The last World Cup was incredible,” Najera said. “I think it was the best World Cup in history. Some might disagree. I watched most of the games and the last game was an incredible performance.
“And now that the World Cup is coming to the U.S., the U.S. is exploding with soccer. And I like the fact that it’s the Sidekicks. We already have a brand that used to be there. So we’re not starting from scratch.
“We did a study where 80 percent of the people know the Sidekicks.”
However, in the same study, 80 percent of the people did not know where the Sidekicks play.
So the marketing issues are being addressed, which is part of the reason Najera is being welcomed as a part owner.
At first he will own three percent. But the potential is there for a bigger share, he said.
And, of course, Najera’s obvious connection to Mexico could lead to future opportunities south of the border.
But for now, it’s all about bringing success back to the Sidekicks, who have had a long, vibrant history.
They were founded in 1984 by then-Mavs owner Donald Carter, who purchased the bankrupt New Jersey Rockets of the Major Indoor Soccer League. With players like Tatu and others, the Sidekicks won three championships in the ‘80s and ‘90s with a robust following at Reunion Arena.
The league folded in 2004 and after eight years, the Sidekicks re-emerged and they now call Allen home.
“Why is it important to bring Eddie aboard?” asked Sidekicks’ president Jesse Llamas. “We are in Texas and funny enough, when you look at all the statistics, there’s a missing component.
“We’re underserving the Latin community, in my mind. So we need to find a celebrity athlete from Latin heritage. We all know Eddie.”
And with Najera, the Sidekicks hope to see a bump in the community via camps, appearances and other events to promote the sport and the team.
They also have another big supporter in soccer circles: Dirk Nowitzki. The greatest Maverick of them all, he is well-informed about all things in the sport and Najera hopes to get Nowitzki involved in some Sidekick activities.
The Sidekicks open training camp in November and the MASL season runs from December to March, followed by the playoffs.
Since the mall shooting in Allen in May that left nine people dead, Najera has been looking for ways to do whatever he can to help the recovery process.
“After what happened, that made me want to get more involved,” he said. “I really believe education is kind of the key for society. But also the importance of sports being this platform.
“I think it’s a necessity now more than ever because we’re trying to galvanize the community. It’s a great venue. A mini-American Airlines Center, the Allen Event Center. We want to make it fun for people to come out. I’m happy that I get to invest in a Metroplex that has given me everything I’ve got.”
Twitter: @ESefko
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