There's nothing inherently wrong or politically incorrect with wanting more draw among demographic groups or seeking out resources to increase interest levels among said groups. It's what advertising is all about. When businesses want more sales, they evaluate demographics and strategize accordingly to accommodate for any bodies that could see improvement. I see no difference in a team hiring a player for marketing purposes and a celebrity being hired to market a product, service, or organization because it has the same effect. This isn't defending Levenson, what he did was stereotype African Americans and viewed them as incompatible with white people.
I agree with you that a player's talent and fit is what should decide his signing, but not all organizations have this mindset. Winning basketball is more important to the Mavericks and their owner as apposed to... well, us and our ownership.
There is no positive context for our situation, I wasn't trying to imply that. There is no excuse for what was said and I will not defend it. I was simply answering the question you posted as to why the nationality of a free agent might sometimes come into play during free agency.