The NBA Cup is an annual in-season tournament, officially launched on July 8, 2023, during the 2023-24 NBA season, to generate increased interest and viewership during the regular season, particularly when competing with the NFL. This multi-stage event features group play followed by single-elimination knockout rounds, culminating in the semifinals and championship game held at a neutral site like T-Mobile Arena in Las Vegas. The Los Angeles Lakers, led by MVP LeBron James, won the inaugural tournament in December 2023, while the Milwaukee Bucks claimed the 2024 title.
While the tournament secured naming rights sponsorship from Emirates in February 2024, this partnership has drawn significant controversy. Human rights organizations, including Refugees International, have urged the NBA to suspend its alliance with the UAE, citing concerns over "sportswashing" and the UAE's alleged involvement in the Sudanese civil war.