The 2025 Emirates NBA Cup In-Season Tournament is designed to boost fan engagement and promote competitive play in the NBA before the All-Star break. Launched in 2023, this tournament aims to capture attention during a busy sports season when the NFL and NHL also compete for viewership.
Commissioner Adam Silver said at the tournament's 2023 unveiling, “New traditions take time. But, all throughout sports, we are seeing new innovations, and now is the time for this NBA In-Season Tournament.”
The Emirates NBA Cup serves as an innovative event to create excitement and fresh traditions within the NBA regular season.
All group-stage games count as regular season matchups, maintaining the official NBA schedule while introducing a competitive tournament layer.
The Emirates NBA Cup blends the regular season with a fresh, competitive tournament format, enriching the NBA calendar and engaging fans during a traditionally quiet period.