Nate Tramdaks, Staff Writer

In 2023, the inaugural NBA Cup attracted an average of 1.67 million viewers per game across the entire tournament. This relatively modest number reflected initial skepticism about the tournament’s necessity and concerns about whether it would disrupt the regular season’s rhythm. 

However, the final between the Indiana Pacers and the Los Angeles Lakers proved to be a game-changer, drawing just over 4.5 million viewers. This marked it as the most-watched non-Christmas NBA game during the regular season since February 2018, underscoring the appeal of high-stakes mid-season competition. The success of the final laid the groundwork for the league to improve and expand the event moving forward.

The 2024 NBA Cup has shown notable growth, with a 15% increase in early-stage viewership. Games are now averaging 1.92 million viewers after the first week of games, a significant step up from last year’s group stages. This improvement is partly due to strategic moves by the league, such as bolstering international partnerships, highlighted by the Emirates Airlines sponsorship and enhancing its global broadcast reach. These efforts have elevated the tournament’s profile and accessibility, particularly in overseas markets.

Because the NBA is such a dynamic league, with constantly shifting team talent and personnel, the decision to reshuffle group arrangements within each conference has added an extra layer of intrigue and become a key factor in this year’s NBA Cup. By doing so, the NBA has been able to experiment with fresh matchups, creating the potential for more exciting and memorable games. 

A high-profile early tournament game between the Golden State Warriors and Dallas Mavericks, highlighted by Klay Thompson’s return to the Bay, has demonstrated the effectiveness of these changes, drawing attention to the exciting narratives introduced by the revamped groups. Paired alongside the 76ers vs. Knicks matchup, opening night of this year’s NBA Cup blew out last years’ tournament opening double-header. Garnering a 71% greater viewership as opposed to last years’ opening double-header, with the Warriors vs. Mavericks game peaking at 2.6 million viewers.

Arguments against shuffling have to do with the idea that it will be hard to form long standing rivalries if groups are constantly being reorganized. This thought can be easily squashed. Reorganization allows for an even balance among groups in terms of talent, and rivalries can still be built because if they are good matchups they will be displayed. 

At the end of the day- yes matchups matter, and the NBA can compose the best possible schedule for the NBA cup,but it will all be for nothing if there is no player buy-in. The players have to want to do well in the NBA Cup. Right now, the incentive for winning is a $500,000 check for each player on the team. An added bonus, however, and this will take time, is the prestige that comes with a NBA Cup win. There needs to be legacy with this award, players need to be able to look at the all-time greats and see that they have a resume that includes NBA Cup titles.