The Emirates NBA Cup, now in its third year, has become a regular feature of the NBA schedule, providing competitive games and helping the league expand internationally, NBA Executive Vice President James Jones said in a recent interview.
Jones said the in-season tournament was introduced to offer teams, fans, and partners another competitive platform and a new trophy during the regular season. The Cup format includes group play and knockout rounds, designed to create high-stakes games that replicate postseason conditions before the playoffs.
He said players and coaches have treated Cup games as must-win contests, producing increased intensity compared with typical regular-season matchups. Cup games are scheduled to maintain competitive balance while allowing teams to pursue playoff goals.
Jones noted that the NBA worked with teams and broadcast partners to present Cup nights as special events, including enhanced arena production and dedicated media coverage.