Each week during the 2025-26 NBA season, we will take a deeper dive into some of the league’s biggest storylines in an attempt to determine whether trends are based more in fact or fiction moving forward.
Fact or Fiction: The NBA Cup is happening at the wrong time
The NBA Cup, which launches Friday, enters its third season in existence with mixed results.
Viewership for the in-season tournament’s opening-night last season represented a massive year-over-year upgrade from its debut in 2023. Ratings for its championship game were down just as big. On the whole, fewer people watched Cup games nationally, though more people watched on local broadcasts.
It is difficult to sort through the noise on ratings data. It sure seems like more viewers are tuning in when there is reason to watch. The appearance of LeBron James’ Los Angeles Lakers in the 2023 championship game drove a huge spike in the ratings. Likewise, Klay Thompson’s return to the Bay Area, where he met Stephen Curry’s Golden State Warriors, sparked the NBA’s success on the Cup’s opening night in 2024.
People might have watched those games anyway.
It does feel as though the NBA Cup has been a success in the aggregate. The point of implementing the tournament was to drive eyeballs to games before Christmas, when viewership is usually down, and at least there has been some additional conversation about increased competition as the season begins.
At the very least, it is better to have the NBA Cup than to have no tournament at all.
The on-the-court product has been phenomenal through the season’s first week, fueled by Victor Wembanyama’s rise and a slew of overtime games on national television. The NBA now must look to capitalize on that momentum, though there is some question about the timing of this tournament.
It does feel strange to reintroduce the product on opening night, and then almost immediately jump into (theoretically) more serious competition before teams are even in the swing of things. Give us a breather. Let us enjoy the freshness of this new season and find out who is good first before we tip off the tourney.
The Cup should be played entirely in the two weeks leading into Christmas, with the championship game on the holiday. No other Cup games should be played in the meantime. Each team plays all four games in a fortnight. Everyone knows the deal. Granted, the alternate courts help delineate when a tournament game is being played, but if every game for a two-week stretch was a Cup game, it would simplify things.
[NBA Cup 2025: Schedule, format and new courts]
We are already no stranger to basketball tournaments over the holiday season. Own that time, NBA.
And if it is a nonstarter for the league to abandon its five-game Christmas slate for a single championship game, then just schedule four additional games leading into the title tilt. You would have the option to flex those games, too, as they are scheduled midseason on the fly anyhow. That way, even if there are injuries or disappointing teams, we can reconfigure the slate to best serve the audience.
Instead, this year’s tournament will launch on Halloween, when countless people will be either attending parties or trying to wrangle candy-infused children. Or both. It is not an ideal scenario. Nor is it simple.
As is, this tournament is played every Friday until the week of Thanksgiving, when the final Cup games will be played on Tuesday, Wednesday and Friday. I think I have that right. It is just confusing enough.
The timing of the tournament is not its only issue. As we have already discussed, the Cup really should be a single-elimination tournament. Otherwise, we are left to sort out confounding tiebreakers to determine the participants in the quarterfinals. Nobody is confounded by a win-or-go-home. We see it every March.
But if we can’t have that — and it seems like the NBA isn’t willing to make sweeping changes yet, moving the semifinals to local arenas as its only adjustment next season — then we might as well figure out ways to simplify the existing format. Here’s another one: The six five-team groups should just be the divisions.
Somewhere along the way, we lost any use for divisions, and the history of rivalries within them has been diluted as a result. They might be rekindled if rivals were battling each other every season for a berth in the Cup quarterfinals. Likewise, fans would know every year who their team is facing in the tournament.
Instead, the groups are randomized and feel that way.
Western Conference
Group A
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Oklahoma City Thunder
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Minnesota Timberwolves
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Sacramento Kings
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Phoenix Suns
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Utah Jazz
Group B
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Los Angeles Lakers
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Los Angeles Clippers
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Memphis Grizzlies
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Dallas Mavericks
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New Orleans Pelicans
Group C
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Houston Rockets
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Denver Nuggets
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Golden State Warriors
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Portland Trail Blazers
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San Antonio Spurs
Eastern Conference
Group A
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Cleveland Cavaliers
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Indiana Pacers
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Atlanta Hawks
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Toronto Raptors
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Washington Wizards
Group B
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Boston Celtics
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Detroit Pistons
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Orlando Magic
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Brooklyn Nets
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Philadelphia 76ers
Group C
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New York Knicks
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Milwaukee Bucks
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Chicago Bulls
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Miami Heat
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Charlotte Hornets
How many times will you have to look up who is in your team’s group? Every time? A lot of us have divisions committed to memory, and if it’s the same every year, we won’t have to get lost in confusion.
Sure, the NFL has encroached on the NBA’s Christmas fun, scheduling three games this year, including one at 8:15 p.m. ET between the Kansas City Chiefs and Denver Broncos on Prime Video. Why shouldn’t the NBA take its biggest swing — a title game of its in-season tournament on network television — to go opposite football? Basketball might actually compete in the ratings, especially if superstars are involved.
The question, then, I guess, would be whether players would be incentivized to participate on Christmas, as if the $500,000 prize package per player would not be enough. As you talk to players and coaches, though, you get the sense that they view the chance to play on the holiday — in front of the whole world — as a privilege. What a Christmas present that half-a-million dollars would be, then, if that is the case.
We have solved the NBA Cup before it has even begun this season. It still should be fun. Let the games commence. And may all of your Halloween wishes come true. Or is that Christmas? I am confused again.
Determination: Fact. The NBA Cup is happening at the wrong time.