2025 Emirates NBA Cup

ABOUT THIS ENTRY

This film for the Emirates NBA Cup ditches traditional game footage for a high-octane action-film approach that dramatizes the tournament’s competitive stakes. It transforms NBA players into action heroes willing to drop everything in pursuit of the NBA Cup in Las Vegas.

How does this represent "Excellence in Engagement"?

This film helped push the NBA beyond being just a sport, and into the realm of major entertainment. While most sports advertising focuses on game footage, we turned the tournament into something even bigger, a pop culture event that transcends sports. While also turning the players into larger-than-life personalities straight out of an action film.

The Emirates NBA Cup 2025 Semifinals saw a 126% year-over-year increase in social media views, with more than 400 million views across all platforms. (Source: Videocites)

More than 40 million people in the U.S. watched Emirates NBA Cup 2025 Group Play games across Amazon Prime Video, NBC/Peacock and ESPN, up 90% from last year and the most-watched Group Play in the event’s three-year history.

Opening night of the 2024 Emirates NBA Cup on TNT and Max (Knicks/76ers and Mavericks/Warriors) averaged 1.9 million viewers, up 71% vs. TNT’s first NBA Cup doubleheader last year. The Mavericks/Warriors game peaked with 2.6 million viewers.

Viewership up +14% vs. last year’s semifinals

+71% increase in P18–34 demo vs. last year

+49% increase in P18–49 demo vs. last year

#1 most-viewed network in prime time on Saturday among P18–34

Objective

As the NBA entered its third year hosting the Emirates NBA Cup alongside its new media partner Amazon Prime, the league was looking to cement the tournament as a new annual viewing tradition among fans. In its first two years, the Cup faced perception issues as fans struggled to understand its unique format, the significance of winning its title, and where to even watch NBA Emirates Cup Games.

So we set out to introduce a meaningful reason for fans to care – both by underscoring the intense competition across all 30 teams (vs the Playoffs’ 16 teams), and by doubling down on the players’ real investment in claiming the trophy. 

And with a need to nod to the tournament’s Vegas backdrop, plus introduce Amazon analyst personalities Blake Griffin and Taylor Rooks, we knew the work had to be high-energy and highly entertaining. 

Strategy & Execution

The film features some of the NBA’s biggest stars going about their daily lives, until they see the NBA Cup being transported to Las Vegas, and drop everything they’re doing to chase after it. 

The Timberwolves’ Anthony Edwards bolts after it mid-workout, proving he wants to win when something’s on the line. Alperen Şengün of the Rockets breaks through a scrum of reporters in pursuit, representing he wants to rise above his newfound media attention. The Hawks’ Trae Young, a true leader, is in the literal driver’s seat of one of his infamous classic cars, taking his team on a ride to chase after the Cup. Then the Knicks’ Karl-Anthony Towns, in a big city of glitz and glamour, showing he won't put any of that artificial flair in front of grabbing that trophy (which came true when the Knicks won this year's title).

The film culminates in a high-speed, Mad Max-esque race through the desert outside Las Vegas. As dust flies, we see vehicles representing all 30 teams in pursuit of the NBA Cup as it speeds off into the distance towards Las Vegas where the final games of the tournament were played.

Organizations

• SKUNK - Production
  The Den - Edit 
  Storefront Music - Original Music 
  Barking Owl - Sound Design & Mix 
  Rare Medium - Color
  NOISE VFX - VFX & Finishing 

Featured

• Anthony Edwards of the Minnesota Timberwolves. 

  Alperen Şengün of the Houston Rockets

  Trae Young of the Atlanta Hawks

  Karl Anthony-Towns of the New York Knicks

   

  The film also features 30 vehicles representing each team in the league. Each vehicle in the race through the desert was highly considered

• featuring the team colors and representing the culture of each specific team/city
• including a racehorse for the Dallas Mavericks and an actual pace car for the Indiana Pacers (whose team name nods to Indiana’s auto racing heritage). 

Credits

Gregg Winik
President & Executive Producer, NBA Content
NBA

Andy Heatley
Senior Vice President, Media Strategy /Marketing Analytics
NBA

Janine Dugre
SVP, Advertising, Brand and Creative Services
NBA

Katie Papelian
AVP, Marketing & Advertising
NBA

Matthew Halliwell
Senior Director, Advertising
NBA

Paulina Pengelley
Marketing Promos & Content Manager
NBA

Rudy Crew
Creative Consultant
NBA

Colin Dooley
NBA
Vice President, Brand Marketing

Juan Colon
Vice President, Media Strategy
NBA

Jenny Whitlock
SVP, Head of Global Fan Marketing
NBA

Alex Gerson
VP, Global Fan Marketing
NBA

Beto Fernandez
Chief Creative Officer
Translation

Mina Mikhael
Executive Creative Director
Translation

Steve Horn
Executive Creative Director
Translation

Kevin Filliter
Creative Director
Translation

Jon Murray
Creative Director
Translation

Hailey Boerma
Associate Creative Director
Translation

Em Frederick

Translatiom

Dayo Ajayi
Group Account Director
Translation

Taylor West
Sr. Account Director
Translation

Kaileigh Woodruff
Account Director
Translation

Alison Hill
Head of Production
Translation

Lee Nichnowitz
Account Executive
Translation

Lola de Garmo
Executive Producer
Translation

Sandi Preston
Chief Strategy Officer
Translation

Kenny St. George
Strategist
Translation

Evan Auerbach
Context Planning Director
Translation

Chad Howell
Associate Context Planner
Translation

Raven Heinz-Garcia
Sr. Context Planner
Translation

Stesha Moore
Senior Project Manager
Translation