NBA Cup introduces fresh identity, trophy to chase
NBA Executive Vice President James Jones says the Emirates NBA Cup has quickly become a staple of the league calendar, delivering playoff-level intensity and a new trophy to chase during the regular season. He details how the in-season tournament’s format, branding and global partnership with Emirates enhance competition, fan engagement and the NBA’s international reach, while outlining adjustments and long-term plans to cement the Cup as a permanent pillar of the league structure.