With Emirates NBA Cup in Full Swing, Productions ‘Go Beyond the Look and Feel of Standard Regular-Season Games’

Rebranded tourney offers new graphics and court designs, increased access

The NBA’s second-annual In-Season Tournament, which was rebranded as the Emirates NBA Cup this season, has seen plenty of excitement throughout its opening two weeks. In addition to new “City Edition” jerseys and eye-popping court designs for all 30 teams, the league has boosted its production efforts for these games with an eye on making NBA Cup broadcasts stand out from the pack.

“We’re focused on building on the success of the inaugural Emirates NBA Cup and using our broadcasts to highlight the significance of these games for our fans,” says Paul Benedict, SVP, broadcasting content management, NBA. “There’s so much excitement surrounding the NBA Cup, and these broadcasts should go beyond the look and feel of standard regular-season games.”

All 30 teams once again have custom-designed painted courts for the NBA Cup group play and knockout rounds

Dynamic Storytelling: Creative Camera Angles, All-Access Audio Play Big Role

Throughout this year’s tournament, the league is experimenting with creative camera angles — including cable and drone systems — that Benedict and company believe provide a refreshing and dynamic viewing experience.

Videos and graphics that explain the NBA Cup format are key, given that it’s still a relatively new concept for fans.

NBA Cup broadcasts have also featured an elevated level of access to players and coaches through more-robust and exclusive content from league broadcast partners ESPN and TNT Sports. This includes in-game player interviews as well as mics and locker-room cameras capturing pre/postgame and halftime content.

“We’re encouraging all of our broadcast partners to take advantage of this platform to leverage new technology and reach fans in new ways,” says Benedict. “I’d add that integrations such as videos that explain the NBA Cup format — given that it’s still a relatively new concept — and unique graphics will remain staples of our broadcasts.”

Additionally, the official anthem of the tournament — a reimagined version of LL Cool J’s “Mama Said Knock You Out” featuring The Roots — is back again after being well-received last year.

Also back are fully painted courts for all 30 teams during Group Play and the Quarterfinals. The courts, designed by artist Victor Solomon, certainly stand out during NBA Cup broadcasts and continue to generate plenty of buzz across social media.

It Takes a Production Village: Working With National, Regional Broadcast Partners

This year’s NBA Cup telecasts will follow the same structure as last season’s, with 46 Group Play games airing on local broadcasts and 14 on national networks.

After providing pregame shows from Bristol, CT, for Group Play and Knockout games, ESPN’s NBA Countdown will hit the road for the Semifinal and Championship Game in Vegas.

“We’ve received tremendous support and buy-in from our broadcast partners across the board,” says Benedict. “It’s easy to focus on the Semifinals and Finals in Vegas, but the majority of our audience will experience NBA Cup games on local networks. Our initiatives with national partners obviously get plenty of exposure, but we’d be remiss not to mention the significant investment that regional networks have put into the Cup.”

These enhanced broadcast elements include customized educational videos featuring NBA stars from all 30 teams, dynamic storytelling featuring the individual courts across the league, and deeper access to players and coaches.

“We worked directly with everyone — above- and below-the-line personnel, game talent, and team staff — to build the presentation from the ground up,” says Benedict. “This collaborative approach has allowed us to explore creative and technical solutions that enhance both the coverage and the storytelling around the NBA Cup.”

The league has also provided a range of assets, including a dedicated graphics package and style guide, along with the official LL Cool J and The Roots Cup Anthem.

“While these elements set the foundation,” says Benedict, “it has been exciting to see how each broadcast partner has infused their own creativity into each telecast. Everyone is committed to the long-term success of the NBA Cup.”

All About Access: Bringing Viewers Close to the Action

Access remains at the forefront of the NBA’s broadcast-innovation efforts, and the league is using the Emirates NBA Cup as a platform to introduce elements that bring fans closer to the players and coaches on the court.

For 76ers’ NBA Cup broadcasts, NBC Sports Philadelphia has incorporated in-game interviews featuring play-by-play caller Kate Scott (right) and analyst Alaa Abdelnaby.

“Our goal is to provide more-dynamic, real-time content that brings fans closer to the action,” says Benedict. “These initiatives reflect our ongoing efforts to evolve the broadcast experience, providing fans with a deeper, more authentic connection to the Emirates NBA Cup.”

For local broadcasts, the NBA and its broadcast partners prioritize in-game interviews and increased player access, which Benedict believes add a new level of excitement and real-time connection, giving fans more forward-facing content and deepens their connection to players.

For national broadcasts, the NBA has launched two interesting features for the Knockout Rounds: live coach mics and the latest Q5X player mics.

After using live mics during the Knockout Rounds in Las Vegas last year, the NBA will leverage them during the Quarterfinals, Semifinals, and NBA Cup Championship Game this time around. The integration gives fans an inside look at coaching strategies during critical moments.

Although Q5X player mics have been a staple of NBA broadcasts for years, the latest version is sleeker and roughly 40% smaller and offers a longer battery than the existing model.

“While we’ve had great player participation with mics in the past,” says Benedict, “we’re invested in improving the comfort level and the overall player experience. The games in Las Vegas will offer a key opportunity to showcase this new mic technology and demonstrate our commitment to increasing player access moving forward.”

Spreading the Word: Promoting the New ‘Emirates NBA Cup’ Brand to Fans

With a new name for this year’s tournament, the NBA has made it a priority to ensure that branding and messaging are consistent across the board — regardless of where each game is being broadcast. With that in mind, the league collaborated with both local and national broadcasters to ensure a smooth transition and help educate fans about the new name and title partner.

“However,” says Benedict, “at its core, the overall structure remains unchanged, which was crucial for maintaining consistency for our broadcast audience.”

The league has also rolled out several new graphics and branding elements across the NBA Cup broadcasts. In addition to updating all branding from NBA In-Season Tournament to Emirates NBA Cup across its telecasts, the NBA and its broadcast partners have refined other graphics, including a slight alteration to the color scheme to ensure that the Cup has a distinct look.

The league and its broadcasters have also revamped how live NBA Cup standings are presented on-air. Last year, TNT displayed live scores from around the league at the top of game broadcasts. This year, on ESPN and TNT, a dynamic, real-time Group Play graphic features a live data feed that allows fans to follow movement of the standings during multigame nights, especially as the competition heats up toward the end of Group Play.

“This will give viewers an up-to-the-minute look at the tournament’s progression,” says Benedict, “and add an extra layer of excitement as the stakes get higher.”

Looking Ahead: Big Production Plans for Semis and Finals in Vegas

With just three nights of Group Play left on the schedule (tonight, Nov. 29, and Dec. 3) and two nights of Quarterfinal Knockout games (Dec. 10-11), Benedict and his team already have an eye on the bright lights of Vegas. The league plans to use a production model similar to last year’s for the Semifinals and Finals at T-Mobile Arena in Las Vegas (Dec. 14 and 17).

Last year’s inaugural NBA In-Season Tournament Semifinal and Championship broadcasts featured a whopping 39 cameras. Production levels are expected to be similar this year.

Both TNT and ESPN will deploy a range of advanced camera angles, including a full-court rail cam, Skycam, low-slash cameras, and RF Steadicam to provide individual and dynamic perspectives on the game. Last year’s camera complement rivaled that of an NBA Finals production, and this year’s is expected to be similar.

“These camera angles will help capture the intensity of the action and give fans a more immersive experience,” says Benedict, “especially in the high-stakes environment of the Semifinals and Finals.”

TNT and ESPN will once again collaborate closely onsite and share network talent for both studio show and game. Benedict says this arrangement creates “a cohesive viewing experience” for fans and “helps ensure a seamless flow between the games, offering fans consistent and high-quality coverage.”

The Emirates NBA Cup continues tonight with five Group Play games: Chicago Bulls–Washington Wizards, Milwaukee Bucks–Miami Heat, Houston Rockets–Minnesota Timberwolves, San Antonio Spurs–Utah Jazz, and Los Angeles Lakers–Phoenix Suns. CLICK HERE for local and national TV listings.