NBA Cup Having Immense Impact on League, Players

The quarter-finals are almost underway for the second annual NBA Cup.

Last year, the formerly named In-Season Tournament was widely considered a success amongst players, fans and the league. While the NBA has come under scrutiny for lackluster events like previous All-Star Games, the cup has been a beneficial installment, and the league is looking to capitalize off that momentum.

This year, the league officially changed the name to the Emirates NBA Cup after inking a multi-year partnership with the airline Emirates in February to sponsor the event.

Partnership With Emirates

The airline is a subsidiary of the Emirates Group, which the government of Dubai entirely owns.

Emirates is one of the biggest corporate sponsors in the world. They sponsor the soccer teams Real Madrid, Team New Zealand, other professional teams, various sporting events and tournaments. The airline company sells official NBA merchandise on its website and at the official Emirates store in Dubai. Marketing on Emirates flights includes showcasing live NBA Cup games and serving NBA-inspired dishes.

The partnership established with Emirates could prove lucrative for years. It will expand the NBA’s global presence through extensive marketing and a possible uptick in merchandise sales.

Viewership 

The league’s viewership has been down, which was surprising given the NBA’s massive $76 billion deal with Disney, NBC Universal, and Amazon over the summer.

However, the NBA Cup has helped combat the low viewership— a recognizable amount.

Last year, the In-Season Tournament championship averaged 4.58 million viewers on ESPN2 and ABC, making it the largest regular-season viewing game since 2018.

This year, ESPN’s viewership is down 28%. TNT pulled in 1.8 million viewers, and ESPN trailed behind with 1.77 million viewers through November 20th.

Still, the opening night of the NBA Cup averaged 1.9 million viewers— a 71% increase from last year’s opening night.

Opening night of the 2024 Emirates NBA Cup on TNT and Max (Knicks/76ers and Mavericks/Warriors) averaged 1.9 million viewers, up 71% vs. TNT’s first NBA Cup doubleheader last year. The Mavericks/Warriors game peaked with 2.6 million viewers. pic.twitter.com/XvjnqVXpMC

— NBA Communications (@NBAPR) November 13, 2024

Then, the Dallas Mavericks versus the Golden State Warriors brought in an impressive average of 2.14 million viewers.

Although the ratings are down this season, the league has seen an increase during NBA Cup games, and the league can expect them to increase as the Cup final approaches.

On Spending Their Winnings 

Currently, eight teams are left battling for the NBA Cup Championship. If a team wins the cup, everyone on that roster receives a bonus of $514,971. There are consolation prizes as well, with second place receiving $205,988, losing in the semi-finals receiving $102,994, and if a team loses in the quarter-finals, each player walks away with $51,497. 

The prize money is a nice bonus for some players but can be life-changing for others. Players with guaranteed multi-year or max contracts might not dwell on the prize money as much as someone on a two-way contract.

New York Knicks player Josh Hart joked with reporters about what he would do with his winnings. “I wanna win cause I want a damn watch. The New AP. I can get a new car”, said Hart.

“What is something else I can do just to spend money? I can get a new car”, Hart joked. 

Oklahoma City Thunder forward Jaylin Williams has a similar mindset. He is honed in on his team winning the NBA Cup, with the prize money at stake. Williams mentioned he might buy a Lamborghini with the possible winnings.

Benefiting the Players That Need It

On the other hand, Jalen Brunson sees the cup as an opportunity for some of the league’s bench players to get their payday.

“It would mean a lot [to win]. It would mean a lot for us to get to [Las Vegas for the final] and do all that”, said Brunson. “You have guys on the team who may be on one-year contracts or two-year deals or whatever. And you got to get out there and try to win for them, and it means a lot.”

Some players have lengthy NBA careers, but the average career span for someone in the NBA is only about 4.8 years.

Players battle it out for roster spots, hoping to land a deal. If they are in the G-League, they try to outperform everyone, hoping to get that call-up to the league. Even when that player achieves their dream of signing an NBA contract, a significant amount of that money will not be guaranteed.

Take a look at Knicks forward Jacob Toppin. He is 24 and in his second season with the Knicks.

Last year, he signed a one-year, $1,119,563 deal, which was later converted to a two-way contract worth $559,782. 

None of that money is guaranteed, but he can earn more if not waived by the new year.

An NBA Cup win for Toppin would double his salary.

This tournament gives that one guy on each roster a chance to finally receive guaranteed money. Players have little control over whether a team re-signs or extends their contracts. For players like him, this money can be life-changing. For others, it gives them a reason to buy a watch or fancy car. Talk about contrast.