Luka Dončić Biography Flash a weekly Biography.

Luka Dončić’s past week has been as headline-grabbing as any star in the league, both for his on-court exploits with the Los Angeles Lakers and his growing influence off the hardwood. The most recent major development, according to ABC News, was his impressive performance on Friday night in New Orleans. Dončić delivered 24 points and an eye-popping 12 assists to lead the Lakers to a 118-104 victory over the Pelicans in an NBA Cup matchup, keeping L.A. undefeated in group play and boosting their still-LeBron-less squad toward tournament favorite status. This comes just days after his 38-point showing in Charlotte, where, as chronicled by the NBA’s own coverage, he was simply dominant with a combination of clutch scoring, deep shooting, and playmaking—reminding everyone that, regardless of the new jersey, he’s still Luka Magic.

On the business front, Dončić’s off-court story is picking up steam. The Times of India and ESPN report that Dončić inked a three-year contract in 2025 and is now venturing deeper into entrepreneurial waters. Notably, he’s co-founded 77X, a new sports marketing platform with his own personal brand studio—a move reported by the Sports Business Journal as an effort to turn his brand into a global fan community and enroll him in the business elite orbiting figures like LeBron James. Forbes and MarketWatch have been dissecting the aftershocks of the blockbuster trade that rocked Dallas and the league last season, with Dončić’s move to L.A. reportedly costing the Mavericks over a hundred million dollars in lost franchise value and sparking rare fan backlash in Dallas. Analysts across the spectrum—from sports economists to business insiders—view this as not just a pivotal moment for Dončić’s career, but as a shift in the NBA’s power and marketing landscape.

Social media has been abuzz too, with highlights of Luka’s alley-oop assists and step-back threes trending globally. Fans and insiders have been quick to note that, with LeBron James out, Dončić has become the narrative centerpiece for the Lakers—fueling speculation on just how deep this team can go and whether Dončić, already an MVP candidate every time he steps on the court, is primed for his first title in a Lakers uniform. There have been no credible reports of off-court controversy or injury in the last few days, and every indication is that he’s all-in on both his playing and business ambitions.

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