• Loading stock data...
Monday, October 13, 2025

NBA Cup Needs Time, Tradition to Earn Fans’ Interest

The NBA Cup has yet to secure the attention of fans, but it needs more time to replicate the success of similar tournaments in other sports.

Kyle Terada-Imagn Images

LAS VEGAS — In the days leading up to the Emirates NBA Cup final between the Thunder and Bucks, the energy around T-Mobile Arena has been tame. Most sports fans in the area surrounding the NBA Cup site were rocking Falcons and Raiders gear for Monday Night Football.

The NBA envisions its new in-season tournament as a flagship event early in the regular season, but through two iterations, it has yet to capture the interest of fans. Declining viewership, low ticket prices, and a lack of buzz show that.

However, the Cup cannot be declared an abject failure through two years. NBA commissioner Adam Silver has said European soccer tournaments inspired the NBA Cup. A prime example, then, would be one that shares a primary sponsor: The Emirates FA Cup in England.

Perhaps the simplest reason the FA Cup has turned into a meaningful soccer tournament for teams, players, and fans alike is because of tradition, as the men’s FA Cup has been around since the 1871–1872 season. Time and tradition is the common thread among famous sports tournaments that are not necessarily tied to the grand prize, like the Ryder Cup and Solheim Cup in golf or the Davis Cup in men’s tennis. 

Meanwhile, newer tournaments like the Laver Cup in men’s tennis have also not had glowing receptions from the audience, as many have questioned their purpose.

Player Buy-In

One thing the NBA Cup has going for it is that players clearly care about winning. The prize of more than half a million dollars per player on the winning team has enticed them to win—but players and teams have expressed the importance of winning and using the tournament as a stepping stone.

“This is the closest environment you can get to playoff basketball right now,” Bucks wing Gary Trent Jr. told Front Office Sports

The buy-in from players may be the most important starting point for the NBA right now, especially as its All-Star Game—another midseason tentpole event, which the league announced Tuesday will feature a new format in February—has experienced a steep dip in viewership due to the contest’s lack of competitiveness. The game has drawn fewer than six million viewers in each of the last two years when it used to hover around eight million in the 2000s and more than 10 million in the 1990s. It should be noted this is not a problem unique to basketball, as the NFL and NHL have struggled mightily with the interest and format of their own All-Star events.

Bucks guard Damian Lillard, an eight-time All-Star, even said that potential NBA All-Star Game changes could work if it provided some kind of “incentive” for players similar to the NBA Cup.

In the meantime, the NBA Cup can lean on the success of the added business it has secured from this tournament. Aside from securing a name sponsor in Emirates, the tournament was a key factor in its $77 billion media-rights deal and partnership with Amazon Prime Video. 

It has also provided added programming for teams around the league. The Bulls have yet to qualify for the knockout rounds, but told FOS the NBA Cup has helped them secure additional sponsorship opportunities with partners like Motorola while also tripling the team’s social media impressions compared to its average for themed nights.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sep 29, 2025; Inglewood, CA, USA; Los Angeles Clippers forward Kawhi Leonard (2) poses during media day at Intuit Dome
opinion

Clippers’ Aspiration Fiasco Recalls Another Doomed NBA Sponsorship

The Kawhi controversy has shades of the still-recent FTX scandal.
Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Aces

WNBA Finals Most Viewed In 25 Years Despite Possible Aces Sweep

Games 2 and 3 have averaged more than 1.2 million viewers.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Athlos

Track Start-Up Athlos Makes ‘Millions’ but No Profit Yet

Alexis Ohanian called being profitable by the 2028 Olympics a “great goal.”
Aug 3, 2024; Villeneuve-d'Ascq, France; NBA commissioner Adam Silver talks to International Basketball Federation board member Mark Tatum in the fourth quarter between the United States and Puerto Rico during the Paris 2024 Olympic Summer Games at Stade Pierre-Mauroy.
October 9, 2025

NBA Aims for Drama-Free Return to China After 6-Year Hiatus

The league looks to rebuild its presence in the populous country.
Cheryl Reeve
October 10, 2025

WNBA Officiating Task Force Still Taking Shape After Outcry

How refs are trained and instructed was a major issue this year.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Bad Bunny performs on stage for his “Most Wanted Tour” at Bridgestone Arena in Nashville, Tenn., Saturday, May 11, 2024.
October 9, 2025

Charlie Kirk’s Turning Point USA to Run Alternate Super Bowl Halftime Show

Group announces “The All-American Halftime Show” on Feb. 8.
Mar 15, 2025; Buffalo, New York, USA; Vegas Golden Knights center Jack Eichel (9) reacts after scoring a goal during the third period against the Buffalo Sabres at KeyBank Center.
October 8, 2025

How Connor McDavid’s Extension Set Off a Wave of Big-Money Deals

Several notable contracts are completed in the wake of the superstar’s deal.
Alexis Ohanian
October 8, 2025

Alexis Ohanian Tweaks Track Rivals With Promise of Instant Payments

Athletes will be paid minutes after finishing their races at Athlos.
exclusive
October 8, 2025

Bud Selig: ‘Remarkable’ Brewers Run Can’t Mask MLB’s Money Divide

The former commissioner lauds his hometown team while raising economic concerns.