Emirates NBA Cup forming ‘its own identity’, as final 8 teams advance

Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, and NBA legend James Worthy at launch of the Emirates NBA Cup 2024. (Supplied)
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Updated 08 December 2025
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Emirates NBA Cup forming ‘its own identity’, as final 8 teams advance

  • NBA Executive Vice President and Head of Basketball Operations James Jones say players now “understand the value” of the competition

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, Devin Booker 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.


Mbappe double at Villarreal takes Real Madrid top of La Liga

Updated 25 January 2026
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Mbappe double at Villarreal takes Real Madrid top of La Liga

VILA-REAL, Spain Kylian Mbappe netted twice to earn Real Madrid a 2-0 win at Villarreal on Saturday and take his side to the top of La Liga.
Alvaro Arbeloa’s team moved two points clear of arch-rivals Barcelona, who host bottom-of-the-table Real Oviedo on Sunday.
La Liga’s top scorer Mbappe reached 21 goals for the season in the competition to help Madrid see off a spirited Villarreal side, who are now fourth.
Arbeloa’s side have won three consecutive matches across all competitions and victory at Villarreal could be a vital step in the revival of their season.
After the shock Copa del Rey defeat at second-tier Albacete in Arbeloa’s first match at the helm just 10 days ago after replacing Xabi Alonso, his Madrid have started to take shape.
The coach has made clear how important his star players are and none has been more crucial this season than French superstar Mbappe, who has netted 34 times across all competitions.
Mbappe and Vinicius Junior “are the best players in the world, they are players who can really unbalance teams, we try to get the ball to them as much as possible,” Arbeloa told Real Madrid TV.
“They’re two players who... I’m really happy to have in this state of form and above all, because of the great work they are doing.
“They are really committed to the team, they are the first who are pressing... they’re giving this effort and solidarity that we need from them, so I’m very happy that their reward comes in the form of goals.”
It was a lively but imprecise start at Villarreal’s Estadio de la Ceramica, as the game glowed but neither side was able to seriously threaten.
Georges Mikautadze lashed a volley narrowly wide after veteran forward Gerard Moreno found him with a floating cross.
At the other end, Madrid midfielder Arda Guler fired straight at Villarreal stopper Luiz Junior after some tidy footwork, and then shot high over the bar at the end of a swift break.
Villarreal’s Juan Foyth limped off hurt in a blow for the hosts, who created a good chance for Pape Gueye just before the break.
The Senegal midfielder, a champion at the Africa Cup of Nations last weekend, powered narrowly wide of the post.
Vinicius, who excelled in Madrid’s 6-1 Champions League rout of Monaco in midweek, also came close with a rasping effort that sailed across Luiz Junior’s goal and wide.
The 25-year-old Brazil forward went a 13th straight La Liga match without scoring, but was involved as Mbappe found the net two minutes into the second half.
- ‘Nightmare for defenses’ -

Vinicius came into the box from the left flank and his low cross was blocked but Mbappe was on hand to squeeze home his 20th league goal of the campaign from close range.
“They are a nightmare for defenses,” said Madrid goalkeeper Thibaut Courtois. “I hope they can keep bringing joy.”
Villarreal had the better of the second half as they worked hard to pull level, but Moreno spurned their best chance by firing inches over when well-placed.
In stoppage time, Mbappe was felled clumsily by Alfonso Pedraza in the box and the French forward cheekily dinked home the resulting penalty to seal Madrid’s victory.
Mbappe’s team-mate Brahim Diaz, who missed a similar attempted Panenka penalty for Morocco in the Africa Cup of Nations final, was on the pitch to see it as he returned to action for his club.
“For you,” Mbappe appeared to say to Diaz during the celebration, indicating it was a gesture of support.
“For me, the most important thing is that  are united, we saw it last Wednesday with Vinicius’s goal  and we saw it again today, with Brahim,” Arbeloa told reporters.
The Yellow Submarine are now 10 points behind leaders Madrid, having played one fewer match than Arbeloa’s side.
“We have to be a bit more accurate in attack against these kinds of teams,” admitted Villarreal midfielder Alberto Moleiro.
Elsewhere, fifth-placed Espanyol fell to a 3-2 defeat at Valencia that left them seven points behind Villarreal.