Terdema Ussery

Terdema Lamar Ussery II (born December 4, 1958) is an American business executive, attorney, and philanthropist, recognized for leadership in professional sports, corporate governance, and community development.

Raised in a public-housing complex in the Watts– Compton section of South Central Los Angeles, he served as Commissioner of the Continental Basketball Association (CBA), led Nike Sports Management as President, and spent nearly two decades as President and Chief Executive Officer of the Dallas Mavericks in the National Basketball Association (NBA).

Beyond sports, Ussery has chaired the Board of Commissioners of the Dallas Housing Authority and held multiple board appointments—including the Board of Trustees of Princeton University and the Board of Advisors of Yale University Divinity School—supporting initiatives in education, healthcare, and urban development. He earned degrees from Princeton University ( AB), Harvard University’s John F. Kennedy School of Government (MPA), the University of California, Berkeley School of Law ( JD), and Yale University ( MAR).

Early life and education

Ussery was born and raised in Los Angeles, California, spending his formative years in the Watts–Compton section of South Central Los Angeles, His father, Terdema Sr., who owned and operated a small grocery store, emphasized the importance of discipline, ambition, and community responsibility from an early age. Yet his family also experienced frequent violence in the neighborhood, including one cousin who was beaten to death and another who was nearly killed. Ussery’s father was shot during a robbery attempt at their store—which was later burned down by vandals angered by newly installed security measures—an event that confronted Ussery with the harsh realities of his community and tested his resolve as both a son and a lawyer.

In his early teens—just three weeks before the end of junior high—Ussery was set to fight another student after school in a nearby alley in a widely anticipated confrontation. Believing that backing out would make it impossible for him to return to school, he felt he had no alternative. A counselor named Mrs. Harris convinced him to avoid the fight entirely and helped arrange for him to complete his last few weeks of classes and exams at home. During that time, she proposed that he apply to The Thacher School in Ojai, California, a suggestion he initially resisted out of concern his parents would reject it on financial grounds. Undeterred, Mrs. Harris guided him through a covert application process—also applying for financial aid—without his parents’ knowledge. When he was accepted with a full scholarship, Ussery finally told his family about his plans to attend Thacher.

Transitioning from Watts to an elite boarding school—where he was one of only a few Black students—created significant social challenges for Ussery. He encountered culture shock almost immediately, including classmates attempting to touch his hair out of curiosity and a markedly different way of handling disagreements than what he knew in South Central Los Angeles. At one point, he considered leaving Thacher altogether after struggling to fit in. According to Ussery, a teacher then employed reverse psychology—telling him, "I always figured you for a quitter"—which galvanized his resolve to stay. Reflecting in a ''Sports Illustrated'' interview, he noted that he also felt alienated from friends back home, who accused him of becoming "too white."

:"When I came home from school after my freshman year, I had lost all of my friends. It was the too-white syndrome. Before I left, they'd said to me, 'You're gonna be a white boy when you come back.' When I came home, a friend told me, 'You're in a different world. We don't want to hang with you anymore.' You pay a price. That's why it's been like sitting on a fence—not totally accepted over here, and not totally accepted over there."

He has credited these experiences—navigating two vastly different worlds—with shaping his sense of resilience, adaptability, and open-mindedness.

After graduating from Thacher, Ussery enrolled at Princeton University, where he obtained a Bachelor of Arts in 1981 from the Woodrow Wilson School of Public and International Affairs.

Following Princeton, Ussery pursued graduate studies at Harvard University’s John F. Kennedy School of Government, earning a Master’s degree in 1984. He then continued to the University of California, Berkeley School of Law (Boalt Hall), receiving his Juris Doctor in 1987 and serving as an executive editor of the ''California Law Review''. Years later, he earned a Master of Arts in Religion from Yale University’s Divinity School—reflecting a sustained interest in ethics and spirituality—and subsequently joined its Board of Advisors (2013–2018), viewing it as an opportunity to support leadership development within a faith-based educational setting.

Career

Early Legal Work

After completing his Juris Doctor at Berkeley Law and clerkship at the Nevada Supreme Court, Ussery joined the Los Angeles office of Morrison & Foerster in 1987, focusing primarily on business and entertainment law. The international scope of the firm exposed him to a diverse portfolio of clients and complex commercial transactions. During this period, he represented major financial institutions, including Bank of America and the Industrial Bank of Japan, negotiating deals involving complex legal issues and strategic considerations.

Ussery’s work extended into the entertainment sector, where he was involved in licensing agreements and broader contract negotiations for production companies and artists. He has credited this early phase of his career with refining his analytical abilities and teaching him how to manage stakeholder interests—skills he later applied to negotiations in sports management and corporate governance.

Ussery remained at Morrison & Foerster until 1990. His decision to leave a successful legal practice was influenced by an invitation from then-CBA Commissioner Irv Kaze, whom he had met through the Constitutional Rights Foundation. This opportunity marked his first foray into professional sports administration, laying the groundwork for his subsequent leadership roles in the CBA, Nike Sports Management, and ultimately the Dallas Mavericks.

Continental Basketball Association

Ussery entered the professional sports industry in 1990, leaving Morrison & Foerster to join the Continental Basketball Association (CBA) as Deputy Commissioner and General Counsel. The CBA, founded in 1946 and often regarded as a minor league to the NBA, struggled with franchise instability, uneven revenue streams, and limited national media visibility. Ussery leveraged his legal background to streamline franchise agreements, address contractual disputes, and introduce clearer governance protocols for team owners.

On July 19, 1989, the crash of United Airlines Flight 232 in Sioux City, Iowa, resulted in the deaths of several CBA staff members, including its then-commissioner, Jay Ramsdell, which created a leadership gap that eventually led to his recruitment in 1990 by Irv Kaze.

After about a year as Deputy Commissioner, Ussery was named Commissioner in April 1991, becoming the first African American commissioner of a professional league of any kind. Over the next two seasons (1991–1993), he instituted a series of reforms and initiatives aimed at addressing the league’s longstanding financial challenges. A key objective was to eliminate chronic operating deficits; to this end, Ussery collaborated with team owners to adopt cost-sharing measures and standardized revenue models, resulting in more than half the CBA franchises turning a profit by the 1992–93 season. The ''Los Angeles Times'' described this turnaround as an “unprecedented” move for a league that had once teetered on the brink of insolvency.

Under his leadership, league-wide attendance also climbed substantially, with total fan numbers surpassing 1.5 million during the 1992–93 campaign. Ussery promoted new marketing strategies, including localized community outreach, partnerships with local media, and enhanced game-day entertainment designed to attract families to the arenas. In an effort to raise the CBA’s profile as a credible pathway to the NBA, he introduced structured programs focused on player education and counseling, offering college credit opportunities for players lacking degrees and expanded drug-counseling resources. He maintained that these off-court development programs would not only improve on-court performance but also create a more stable talent pipeline for the NBA.

Building on these reforms, the CBA established itself as the NBA’s unofficial developmental league. Multiple players and coaches advanced to NBA rosters, and NBA teams increasingly relied on CBA call-ups. ''Sports Illustrated'' reported in 1993 that Ussery’s emphasis on professional conduct and player welfare helped position the league as a key feeder system.

Ussery's revitalization of the CBA drew national attention, highlighting his blend of legal expertise and business innovation. The National Association of Collegiate Directors of Athletics (NACDA) later cited his tenure as commissioner as a milestone in minority leadership within professional sports, praising both the financial turnaround and the player development programs he established. By 1993, the CBA had stabilized financially and earned a stronger reputation among basketball fans and NBA executives alike.

NBA Commissioner David Stern praised Ussery’s acumen in contract negotiations, branding, and “what’s right and wrong” in sports operations, noting that he often sought Ussery’s perspective on league matters.

Nike Sports Management

After leaving the CBA in 1993, Ussery joined Nike Sports Management as President, reporting directly to Chairman and CEO Phil Knight. Impressed by his success at the CBA, Nike placed him in charge of high-profile endorsements for athletes such as Bo Jackson, Deion Sanders, and Ken Griffey Jr. During his tenure from 1993 to 1997, he also oversaw the company’s marketing campaigns and contract negotiations across multiple sports, including basketball, football, and baseball.

Ussery directed negotiations for marquee athletes, enabling Nike to secure or renew partnerships with notable stars in both the NBA and NFL. Although many details of these deals remain proprietary, media reports indicate that his efforts contributed to expanding Nike's roster of football endorsers and helped further develop relationships with emerging basketball talents.

Leveraging his experience in league administration, Ussery also advocated for cross-promotional efforts to integrate athletes into Nike's global campaigns. He collaborated with marketing teams to tailor endorsements for international markets, a strategy that reflected Nike's growing presence in Europe and Asia. In addition, he participated in planning athlete-centered campaigns linked to major events, such as the 1996 Summer Olympic Games in Atlanta, Georgia. Although Nike was not an official Olympic sponsor, Ussery spearheaded negotiations to feature Nike athletes in related advertising, thereby raising the brand's profile during a high-visibility sports moment.

Industry recognition followed his work at Nike. ''The Sporting News'' included Ussery in its “100 Most Powerful People in Sports” list multiple times during the mid-1990s, highlighting his influence in athlete marketing and brand development. Business publications further credited Nike Sports Management under his leadership with broadening endorsement deals beyond star basketball players to include prominent names in football and baseball, contributing to a more diversified athlete portfolio.

Ussery remained at Nike Sports Management until 1997, when he left to become President and CEO of the Dallas Mavericks. His record in navigating endorsements and fostering high-profile athlete relationships at Nike provided a foundation for his later achievements in NBA team operations and business leadership.

Dallas Mavericks

In 1997, Ussery joined the Dallas Mavericks as President and Chief Executive Officer, initially under owner Ross Perot Jr. and continuing after Mark Cuban purchased the franchise in 2000. At the time, the Mavericks had endured both on-court and financial challenges throughout much of the 1990s; his appointment as president and CEO marked the beginning of a period during which the team’s business operations and market presence were substantially revitalized.

During his first season, Ussery spearheaded a campaign that secured $240 million in public funding for the construction of the American Airlines Center—a project he later described as his proudest professional achievement. He also actively participated in the architectural selection, design, and construction of the arena and was closely involved in securing the naming rights partnership with American Airlines. Opened in 2001, the new arena became a catalyst for higher attendance and sponsorship opportunities, benefitting not only the Mavericks but also the Dallas Stars (NHL), who shared the venue.

Under Ussery’s leadership, the Mavericks saw a sustained increase in corporate partnerships and overall revenue, eventually ranking among the top NBA teams in ticket sales and sponsorships. The organization developed extensive marketing campaigns and community programs, including youth basketball clinics and philanthropic collaborations through the Dallas Mavericks Foundation, which Ussery strengthened and led to focus on supporting under-publicized community organizations and addressing local needs. The team’s game-night fan experience was consistently recognized as being among the NBA’s best during his tenure. On the court, the Mavericks progressed from a perennial losing franchise to consistent playoff contenders, highlighted by their first NBA Finals appearance in 2006 and their championship win in 2011.

Ussery also played a key role in bringing the 2010 NBA All-Star Game to AT&T Stadium in Arlington, Texas, an event that drew 108,713 spectators—a Guinness World Record for the largest basketball crowd, which still stands. He oversaw most planning aspects of the game and coordinated logistics with local municipalities, working closely with the NBA to deliver a globally televised event, further bolstering Dallas’ reputation as a sports hub. ''D Magazine'' later noted that a framed Guinness certificate commemorating the record crowd was hung in Ussery’s office, underscoring his lead role in orchestrating what it described as "the biggest event in the history of the sport." In 2014, he was shortlisted as one of three finalists for the Executive Director position at the National Basketball Players Association, reflecting his recognized executive aptitude and league-wide relationships.

Ussery’s track record—ranging from turning around the Continental Basketball Association to leading marketing efforts at Nike Sports Management and partnering with owner Mark Cuban—contributed to speculation that he might succeed David Stern as NBA Commissioner. In one interview, Stern was quoted as saying that Ussery was "more than capable" of assuming the role, highlighting how others in the league viewed his leadership skills.

At the time of his resignation in 2015, the Mavericks had maintained an unbroken sellout streak for every home game over the previous 11 seasons—totaling 620 consecutive regular-season and playoff games—making it the longest active sellout streak in American professional sports.

In February 2018—several years after Ussery left the Mavericks—''Sports Illustrated'' reported allegations of workplace misconduct within the franchise, including claims involving Ussery. An independent investigation found evidence of systemic issues but did not result in criminal charges or civil lawsuits against Ussery; he was no longer with the organization at the time of the inquiry.

Corporate and Charitable Governance

Ussery has held a wide range of leadership roles across academic, corporate, civic, and cultural organizations. His appointments include:
* Andre Agassi Charitable Foundation – Board Member (2006–2012)
* Boys & Girls Club of Greater Dallas – Board of Directors (1999–2002)
* California Museum of Science and Industry – Board of Trustees (1997–2002)
* Communities Foundation of Texas – Vice Chairman (2006–2015)
* Council on Foreign Relations – Member
* Dallas After School All-Stars – Board of Directors Member
* Dallas Black Dance Theatre – Board of Directors (2012)
* Dallas Housing Authority – Chair (2008–2014)
* Dallas Museum of Art – Board of Trustees (1997–2004)
* Dallas Regional Chamber – Executive Committee Member (1997–2008)
* Dallas Symphony Orchestra – Board of Governors (2001–2006)
* Federal Communications Commission – Advisory Committee on Diversity (2003–2005)
* HDNet – CEO
* Presbyterian Healthcare Foundation (Dallas) – Board of Directors (2002–2007)
* Princeton University – Board of Trustees (2004–2008)
* Salvation Army (Dallas Metroplex Command) – Advisory Board Member (1999–2008)
* SMU Willis M. Tate Distinguished Lecture Series – Chair (2004–2011)
* Texas Higher Education Coordinating Board – Board Member (2000–2005)
* Timberland – Board of Directors Member
* TreeHouse Foods – Board of Directors Member
* UT Southwestern Medical Foundation – Trustee (2004–2008)
* Wingate Partners – Board Member
* Yale University Divinity School – Board of Advisors (2013–2018)

During his tenure as Chair of the Dallas Housing Authority (DHA) from 2008 to 2014, Ussery oversaw reforms intended to address financial mismanagement and restructure the agency’s operations and governance. According to ''D Magazine'', DHA constructed over 1,200 affordable housing units during this period and updated its Housing Choice Voucher system, leading the U.S. Department of Housing and Urban Development to recognize DHA for distinction four years in a row. Ussery also supported educational initiatives by establishing a nonprofit that provided college scholarships and, under DHA’s direction, allocating $12 million for on-site Head Start centers, serving approximately 600 pre-K children. Troy Broussard, then DHA senior vice president and COO, told ''D Magazine'' that Ussery "had instant credibility, because he lived it," referring to Ussery's upbringing in public housing which informed his leadership.

Awards and Recognition

Throughout his career, Ussery has received several awards and honors that reflect his contributions to sports management and leadership. In 2012, he was inducted into the John McLendon Minority Athletics Administrators Hall of Fame, and in 2003 he was named Corporate Executive of the Year by Black Enterprise. He has been featured multiple times among ''Sports Illustrated’s'' “Top 101 Most Influential Minorities in Sports,” and was included in ''The Sporting News’'' “100 Most Powerful People in Sports” during his tenures with the Continental Basketball Association and Nike Sports Management.

Personal life

Ussery has often spoken about the transformative influence of mentorship programs in his youth, noting that the Boys & Girls Clubs of America played an important role in shaping his academic ambition and career path. While he spent most of his formative years in South Central Los Angeles, he has credited opportunities such as his scholarship to The Thacher School for helping him develop cultural adaptability and resilience.

Ussery has publicly emphasized the importance of quality education, citing his experiences at Princeton, Harvard, and Berkeley Law as motivations for his advocacy of youth programs.

Multiple sources highlight that Ussery’s personal outlook—shaped by his father’s experience operating a neighborhood grocery store and surviving a violent robbery—has contributed to his emphasis on ethical leadership and professional excellence. Despite his father's initial reluctance when Ussery left corporate law, he later referred to him as his "best friend" in a 2007 PBS interview. Even after achieving executive success, he has continued to support initiatives aimed at bridging socioeconomic gaps, particularly in housing, education, and sports-based community development. In interviews, Ussery has reiterated that these principles remain central to both his professional endeavors and his personal life.

He and his wife, Debra, are parents to two children, Terdema III and Elizabeth.

References

External links

{{DEFAULTSORT:Ussery, Terdema
1958 births
Dallas Mavericks executives
Princeton School of Public and International Affairs alumni
Harvard Kennedy School alumni
UC Berkeley School of Law alumni
NBA executives
Businesspeople from Los Angeles
People from Ventura County, California
Living people
African-American sports executives and administrators
Continental Basketball Association commissioners
The Thacher School alumni
21st-century African-American people
20th-century African-American sportsmen
People associated with Morrison & Foerster