The NBA’s second annual In-Season Tournament is coming to a close this week. When the league started the tournament last season it was meant to draw fan interest it has yet to establish itself as a cornerstone of the league’s calendar, despite the intentions to generate additional excitement during the early regular season. With TV ratings continuing to decline, the lack of enthusiasm for the tournament among fans is a clear indicator that the league has work to do if this event is to succeed in the long term. Fans appear unconvinced that the tournament brings enough value to warrant their attention, particularly in an already crowded sports landscape.
Television viewership for NBA games has been declining across the board, with the In-Season Tournament games experiencing no exception. Early-season games have historically struggled to draw large audiences, but the tournament was meant to change that by creating games with additional stakes. However, these stakes, largely financial rewards for players and a trophy for teams, have failed to resonate with the casual fanbase. Unlike the playoffs, where championships are decided, or even the regular season, where teams build their path to the postseason, the In-Season Tournament doesn’t yet carry weight in the eyes of the average viewer.
One major issue is the timing of the tournament. Starting in November, it overlaps with other major sports events like the NFL regular season and college football, both of which command significant attention. The NBA has faced struggles over the years competing against football during this time of year, and the In-Season Tournament has not altered that dynamic. Fans have long seen the early part of the NBA season as a warm-up, with many casual viewers tuning in only after the NFL season concludes or as the NBA playoff race heats up. The tournament has not successfully shifted this mindset.
The format of the tournament is another factor contributing to the lack of fan engagement. While the league has borrowed heavily from European soccer’s tournament structures, there is little in the way of meaningful stakes for fans to latch onto. Winning the tournament comes with a financial bonus for players and a trophy, but these incentives don’t translate to compelling narratives for fans. There’s a sense that the games, while potentially entertaining, don’t matter in the grand scheme of the season. This is compounded by the fact that the tournament does not affect playoff positioning, seeding, or any other aspect of the broader NBA season.
Marketing for the tournament has been extensive, with visually striking courts and a unique branding effort designed to set it apart from the regular season. However, the flashy court designs and promotional materials have not translated into increased viewership. Fans have voiced concerns that the courts are more distracting than engaging, and the promotional focus on aesthetics rather than substance has led some to dismiss the tournament as a gimmick. The league’s marketing strategy appears to have underestimated the importance of creating compelling narratives and rivalries that draw fans in.
Player participation has also been a mixed bag. While star players like LeBron James, Giannis Antetokounmpo, and Kevin Durant have played in these games, the broader issue of load management looms large. Fans are well aware that many stars sit out regular-season games to preserve their health for the playoffs, and this has carried over into the tournament. If players don’t treat the games as must-win situations, it’s difficult for fans to see them as such. The absence of a consistent effort from players across all games undermines the tournament’s ability to generate excitement.
The NBA’s reliance on individual star power is another factor worth considering. While the league has always marketed its top players, the current generation of stars has not yet achieved the same cultural ubiquity as their predecessors. International stars, in particular, while celebrated within the basketball community, have struggled to connect with broader U.S. audiences on the same level. The tournament has not yet succeeded in using these stars to bridge the gap between hardcore basketball fans and casual viewers, a critical task for growing the event’s appeal.
Shifting consumption habits among sports audiences further complicate matters. The rise of streaming platforms and social media has changed how fans engage with live sports, and traditional television ratings no longer capture the full picture. The NBA has made efforts to adapt, offering highlights and clips online, but these initiatives may inadvertently detract from live game viewership. Many fans, particularly younger ones, prefer to watch highlights rather than sit through entire games, and the tournament has not found a way to make its games feel indispensable in this new media landscape.
Despite these challenges, there is potential for the In-Season Tournament to grow into a meaningful part of the NBA season. To do so, the league will need to make adjustments to enhance the stakes and create a stronger connection with fans. One possibility is to tie the tournament’s outcomes directly to the regular season or playoffs, such as by awarding the winning team a guaranteed playoff berth or favorable seeding. These changes would give fans a reason to care about the results beyond the immediate entertainment value of the games.
Another approach could involve better storytelling and the development of rivalries. Sports are driven by narratives, and the tournament currently lacks the compelling storylines that make events like the NBA Playoffs or Finals so engaging. Rivalries, underdog stories, and historic milestones all contribute to the drama of sports, and the NBA could benefit from emphasizing these elements within the tournament.
The league might also consider expanding its marketing efforts to include a greater focus on player narratives and team dynamics. Highlighting the journey of a young team looking to make a statement or a veteran star chasing one last accolade could help bring fans into the fold. The tournament’s unique format could serve as a platform for these stories if the league takes steps to promote them effectively.
Here’s the thing folks: The NBA could look to other sports for inspiration. The NFL’s Thursday Night Football, for example, initially faced criticism but has since found success through better scheduling and promotion. Similarly, MLB’s Wild Card round has gained traction because of its high stakes and direct impact on the postseason. The NBA’s In-Season Tournament will need to carve out its own segment of fans to gain viewers, but these examples show that new formats can succeed with the right adjustments.
With that… The NBA must address the challenges it faces with the In-Season tournament sooner rather than later because fans view the event as inconsequential, which means it risks becoming a forgotten experiment rather than a lasting tradition. With thoughtful adjustments and a focus on what makes sports compelling, the NBA can build the tournament into a fixture of its calendar which fans don’t view as meaningless.
If you cannot play with them, then root for them!