By JB Ellis
The NBA’s newly branded Emirates NBA Cup in-season tournament brings a fresh layer of competitive action to the regular season, structured around both group and knockout stages.
Group Stage
• Format: All 30 teams are divided into six groups, split by conference.
• Games: Each team plays four games (two home, two away) on designated “tournament nights” in November.
• Advancement: Six group winners plus two wild cards (one per conference) move to the next stage.
Knockout Stage
• Structure: Single-elimination matchups begin in early December, with the semifinal and final held in Las Vegas.
• Rewards: The champion earns a trophy and cash prizes.
Emirates Airlines, the tournament’s title sponsor, integrates branding across these games, becoming the NBA’s official airline partner and adding its logo to referee jerseys and other digital and in-arena signage. The partnership aligns with the NBA’s growing focus on international engagement, particularly in the Middle East, where the league has recently hosted preseason games in Abu Dhabi .