The NBA introduced the in-season tournament, dubbed the NBA Cup, in 2023 with high hopes of reinvigorating its regular season. Fast forward to 2024, and the results are underwhelming. Viewership has plummeted by double digits compared to last year, leaving fans questioning whether the league’s latest innovation is a swing and a miss.

If low ratings weren’t enough, the ticket prices for the remaining games paint an even bleaker picture. As of now, you can attend the Thunder-Rockets semifinal in Las Vegas for just $39. Want to see the Bucks face the Hawks? That’ll cost you even less, at $29. To put that into perspective, grabbing a burger and a beer at a local sports bar might set you back more than catching the action in person.

Tickets for Tuesday’s championship game, which initially seemed like a premium event, are currently priced at $79. With numerous unsold seats, they’re expected to dip below $60 by next week. The disappointing attendance and plummeting ticket costs point to a lack of interest, especially without marquee franchises like the Lakers, Celtics, and Warriors in the mix.

Marketability crisis: NBA relies on few teams as viewership declines

This brings us to a glaring issue: the NBA’s marketability hinges on a handful of teams. While the league boasts 30 franchises, only a select few truly drive fan engagement. Data comparing MLB and NBA viewership in shared markets highlights this disparity:

• Atlanta: Braves (3.62), Hawks (0.59)
• Boston: Red Sox (5.25), Celtics (2.67)
• Chicago: Cubs (4.11), White Sox (0.95), Bulls (1.36)
• Cleveland: Guardians (6.55), Cavaliers (3.32)
• Dallas: Rangers (1.17), Mavericks (1.29)
• Denver: Rockies (3.05), Nuggets (1.40)
• Detroit: Tigers (2.40), Pistons (1.42)
• Houston: Astros (4.87), Rockets (2.31)
• Los Angeles: Dodgers (1.76), Angels (1.24), Lakers (2.33), Clippers (0.56)
• Miami: Marlins (0.83), Heat (2.32)
• Milwaukee: Brewers (6.37), Bucks (3.07)
• New York: Yankees (3.02), Mets (2.27), Knicks (0.90), Nets (0.46)
• Philadelphia: Phillies (4.06), 76ers (2.80)
• Phoenix: Diamondbacks (2.18), Suns (0.79)
• San Francisco: Giants (2.34), Athletics (0.76), Warriors (7.50)
• Washington, D.C.: Nationals (2.29), Wizards (1.19)

Other leagues, including the NFL, MLB, and even the WNBA, have seen year-over-year viewership gains in 2024. Meanwhile, NBA games on ESPN are down 28% from last season, a troubling trend as the league struggles to maintain its cultural relevance.

The NBA Cup was intended to inject excitement into a “monotonous” regular season, but it’s quickly becoming a cautionary tale. As fans continue to reject what some see as forced innovation, the league faces a sobering question: how does it regain its footing in an increasingly competitive sports landscape?