• Loading stock data...
Thursday, October 23, 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

Chauncey Billups
breaking

Terry Rozier, Chauncey Billups Arrested In FBI Gambling Probe

The Billups arrest is reportedly to an illegal Mafia poker operation.
Tony Parker

NBA Wants to Launch European League in ‘Next Two Years’

The league is eyeing 10–12 cities for its European venture.
Giannis Antetokounmpo

DHS Is Arguing With an NBA Fan Account on Twitter

The official government account was arguing with an anonymous Bucks fan.

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
January 8, 2023; Maui, Hawaii, USA; Matt Fitzpatrick hits his tee shot on the 11th hole during the final round of the Sentry Tournament of Champions golf tournament at Kapalua Resort - The Plantation Course.

PGA Tour Cancels $20M Season Opener After Moving Out of Maui

The 2026 season will now begin a week later at the Sony Open in Honolulu.
Oct 15, 2022; Elmont, New York, USA; An exterior view of UBS Arena before a game between the New York Islanders
October 22, 2025

NHL Cancels Olympic Send-Off, Gives Islanders 2027 All-Star Game

Players will head to the 2026 Olympics without a mid-season NHL event.
October 22, 2025

NFL’s Goodell Stands by Bad Bunny: ‘It’s Going to Be a Great..

The commissioner is undeterred by political criticism of the halftime show choice.
Sponsored

Michelle Wie West: Women’s Sports Doesn’t Need Charity

The LPGA legend on redefining women’s sports and the future of golf.
October 21, 2025

NFL Wants to Expand International Slate, Will Evaluate Saudi Arabia

The league is evaluating a mix of new and existing markets for 2026.
October 21, 2025

After Heavy Pushback, LaLiga’s Controversial Miami Match Canceled

Hard Rock Stadium was set to host Barcelona-Villarreal on Dec. 20.
October 21, 2025

The NBA’s $77B Future Starts Tonight 

Seven 2025 NBA All-Stars will miss the start of the season.
October 21, 2025

The AWS Outage Wreaked Havoc in Sports

Ticketmaster, FanDuel, DraftKings, and Strava all had problems.