STWF Sports | Dec. 17, 2025 – Three seasons into the NBA Cup experiment, one truth has become unavoidable: the league’s ambitious in-season tournament has yet to win over the public—and may be drifting further from its intended purpose. What was marketed as a competitive spark, a scheduling highlight, and a revenue booster has instead drawn sharp criticism from fans, media personalities, and even NBA legends. And the loudest voice belongs to Hall of Famer Charles Barkley.
“I think the (NBA) Cup thing is somewhat embarrassing,” Barkley said during an appearance on The Tom Tolbert Show. His blunt assessment echoed the frustrations many share but few inside the league office openly acknowledge. “I’m disappointed that we have to make an in-season tournament to make these guys more money so they won’t do load management,” he continued. “They should play basketball because they’re well-compensated. To do an in-season tournament to make them extra money—come on, man. That’s ridiculous.”
Barkley’s critique cuts to the heart of the issue: the NBA Cup’s foundational purpose feels manufactured. The league introduced it to curb load management, increase early-season engagement, and emulate Europe’s beloved football (soccer) cup competitions. But three years in, the novelty has faded, and the cracks in the concept are becoming impossible to ignore.
A Tournament Without Identity
The Cup reached its cultural peak in year one, when LeBron James and the Lakers lifted the trophy in a highly promoted finale against Tyrese Haliburton and the Pacers. But the momentum has stalled since. The vibrant, multi-colored courts—initially eye-catching—are now often mocked. The timing, landing in early December, feels premature for a crowning moment. And the product, while competitive at times, struggles to stand out in a crowded sports calendar.
This year’s final, played between the New York Knicks and San Antonio Spurs, passed with barely a blip. For many casual fans, it wasn’t even clear the game had taken place.
“All honesty,” one fan posted on X (formerly Twitter), “Did I watch the NBA Cup title game? No. Will I ever watch it? Absolutely not. Trying to force excitement with gimmicks like this is pathetic.”
Another wrote, “Nobody gives a singular f*** about the NBA Cup. There is no real appeal. Fans know it’s a money grab and nothing more. Do away with it.”
A third fan summed up the skepticism with a biting comparison: “The NBA Cup is the Carabao Cup of basketball. The only team that cares is the one that wins it. Do the Knicks now qualify for the Europa League?”
Timing Issues and Cultural Disconnect
The NBA Cup’s biggest obstacle may be structural. In global football, midseason cups work because leagues embrace the culture of multiple competitions. In America, fans care overwhelmingly about postseason success. The idea of celebrating an early-season “champion” feels foreign.
Take the Knicks, who sit at 18–7 with nearly 60 games left to play. Crowning them a Cup winner now feels anticlimactic and out of sync with how fans process NBA relevance.
The contradiction became even more glaring last year when the Milwaukee Bucks raised a banner for the 2024 NBA Cup—only to finish 48–34 and fall in the first round of the playoffs to Indiana. The juxtaposition was jarring.
“Those are the things that just kill you,” Bucks coach Doc Rivers said after the early playoff exit, acknowledging the hollow nature of the midseason accolade.
What Comes Next for the NBA Cup?
Few deny that the tournament has produced flashes of intensity and competitiveness. Players enjoy the financial incentive, younger teams relish the spotlight, and TV partners appreciate additional programming.
But substance still feels lacking. A trophy without consequences is merely decoration.
If the NBA wants the Cup to matter—truly matter—it may need to tie real competitive stakes to it: playoff implications, draft benefits, or home-court advantages. Without such elements, the NBA Cup risks becoming exactly what critics fear—a colorful spectacle with no narrative staying power.
As Barkley put it, the league shouldn’t need gimmicks to motivate its stars. And unless the NBA Cup evolves, it may remain a talking point for all the wrong reasons.
For now, the NBA has a decision to make: double down, retool, or quietly minimize a tournament that still hasn’t found its identity.
