DUBAI: The Emirates NBA Cup continues to gather pace in its second showing, with eight teams advancing to the knockout rounds and league executives highlighting strong global interest, including significant growth in the Middle East.

The quarterfinal lineup features the Toronto Raptors, Orlando Magic, Oklahoma City Thunder, Los Angeles Lakers, New York Knicks, San Antonio Spurs, Miami Heat and Phoenix Suns. The quarterfinals begin on Dec. 9, followed by the semifinals on Dec. 13 and the championship game on Dec. 16, with both the semifinals and final hosted in Las Vegas.

The Emirates NBA Cup was established in 2023 and its first two events were won by the Los Angeles Lakers and Milwaukee Bucks.

A tournament that has changed perceptions

League officials say the Cup has quickly established itself as a competitive focal point in the early months of the season. James Jones, NBA executive vice president and head of basketball operations, said players now approach the event with far stronger investment than during its launch year.

He explained that although the Cup concept felt unfamiliar at first, its structure and stakes have now become part of the league’s competitive rhythm.

“Once the players began to understand the concept of the Cup, they became excited because it created enhanced competition. The Cup has started to form its own identity. There are multiple ways to win: You can win the Cup, and you can also win the NBA Championship. There is nothing better than having two trophies in one season.”

Growing audiences in the Middle East

Interest in the Emirates NBA Cup continues to rise across international markets. Jones highlighted the Middle East as one of the fastest-growing regions for viewership, with Abu Dhabi’s consistent NBA presence playing a central role. The UAE capital hosted preseason games each year from 2022 to 2025, building a strong regional fan base and elevating awareness of the league.

“Viewership continues to soar,” he said. “Everyone was waiting to see how the league and the players would respond to the Cup, and now they can see that we are fully invested. Our global games, particularly in Abu Dhabi, have made the NBA more familiar to fans in the region. The growth over the last five years has been remarkable.”

This year’s knockout rounds feature several marquee names, including LeBron James and Luka Doncic, with the Lakers, Kevin Durant with the Suns, Shai Gilgeous-Alexander with Oklahoma City and Jalen Brunson leading the Knicks, among others. Their presence has lifted international engagement as the tournament approaches its decisive stages.

“Big names definitely boost viewership, and their presence also raises the level of competition,” Jones said. “The Cup gives young players a platform to show how good they are. Those moments usually only happen in the playoffs, but now we see them in December.”

McGrady: Cup brings playoff pressure earlier in the season

NBA Hall of Famer Tracy McGrady shared a similar sentiment, praising the Emirates NBA Cup for giving developing teams valuable postseason-style exposure.

“It gives those bottom-feed teams that are struggling to put a roster together, to build a team and make a run to the playoffs, a chance to feel that playoff atmosphere again,” McGrady said. “Because it is in-season, it raises the competitive nature of the league.”

“In terms of competition, it is very competitive, and that is what we want.”

As the quarterfinals tip off on Dec. 9 and the semifinals draw closer in Las Vegas, the Emirates NBA Cup continues to establish itself as one of the most influential features of the NBA calendar, shaping early-season momentum and giving fans a December preview of the intensity usually reserved for the NBA playoffs in spring.