NBA Cup goes from 'outside the box' idea to smash hit
When Adam Silver first unveiled the concept of an in-season tournament, the reaction was a mix of curiosity and deep skepticism. Critics labeled it a gimmick, questioning whether American sports fans—and players—would embrace a European soccer-style competition in the middle of the regular season. However, as the league prepares for a blockbuster Final between the New York Knicks and San Antonio Spurs, the verdict is undeniable: the experiment has evolved from a risky "outside the box" idea into a bona fide smash hit.
The third iteration of the NBA Cup has cemented the tournament as a critical tentpole in the league’s annual calendar. According to Evan Wasch, the NBA’s executive vice president of basketball strategy, the league is "thrilled" with the trajectory, and the metrics support the optimism. November attendance has hit record highs for three consecutive years, and digital engagement has skyrocketed, with views across NBA platforms jumping 41% compared to last season. Furthermore, the introduction of NBC as a broadcast partner has paid dividends, with group stage viewership surging to 2.7 million for key matchups.
The on-court product, however, remains the biggest driver of this success. The 2025 semifinals in Las Vegas delivered exactly what the league envisioned. Jalen Brunson’s 40-point masterpiece to lift the Knicks over the Orlando Magic, combined with the Spurs’ thrilling victory over the Oklahoma City Thunder, showcased a level of desperation rarely seen before Christmas. Brunson himself admitted the atmosphere has a "different feel," noting that the stakes are palpable in a way that standard regular-season games cannot replicate.
With the Final set for Tuesday at T-Mobile Arena, the league has secured a dream matchup: the sheer market force of New York against the generational talent of Victor Wembanyama. Following in the footsteps of previous champions like the Los Angeles Lakers and Milwaukee Bucks, the 2025 winner will not only claim the trophy and the substantial cash prize but will further validate the Cup’s prestige. What started as a colorful court experiment is now an essential, unmissable piece of the NBA’s DNA.
The third iteration of the NBA Cup has cemented the tournament as a critical tentpole in the league’s annual calendar. According to Evan Wasch, the NBA’s executive vice president of basketball strategy, the league is "thrilled" with the trajectory, and the metrics support the optimism. November attendance has hit record highs for three consecutive years, and digital engagement has skyrocketed, with views across NBA platforms jumping 41% compared to last season. Furthermore, the introduction of NBC as a broadcast partner has paid dividends, with group stage viewership surging to 2.7 million for key matchups.
The on-court product, however, remains the biggest driver of this success. The 2025 semifinals in Las Vegas delivered exactly what the league envisioned. Jalen Brunson’s 40-point masterpiece to lift the Knicks over the Orlando Magic, combined with the Spurs’ thrilling victory over the Oklahoma City Thunder, showcased a level of desperation rarely seen before Christmas. Brunson himself admitted the atmosphere has a "different feel," noting that the stakes are palpable in a way that standard regular-season games cannot replicate.
With the Final set for Tuesday at T-Mobile Arena, the league has secured a dream matchup: the sheer market force of New York against the generational talent of Victor Wembanyama. Following in the footsteps of previous champions like the Los Angeles Lakers and Milwaukee Bucks, the 2025 winner will not only claim the trophy and the substantial cash prize but will further validate the Cup’s prestige. What started as a colorful court experiment is now an essential, unmissable piece of the NBA’s DNA.
