The NBA likes to do all things with glam. From the championship rings to the Larry O’Brian trophy. Trying to attract more fans. Adam Silver introduced the NBA Cup, or In-Season Tournament, to boost viewership and revenue during the league’s typically quieter period. A maneuver that is going to cost them $18 million. From November through early December, select regular-season games on two specific days each week carry extra significance. A motivating prize is designed to encourage players to approach these matchups with heightened intensity.

The winner of the first NBA Cup was the Los Angeles Lakers, with LeBron James as the MVP. Just another day at the office for the King. The genius plan to innovate with an in-season cup worked. The TV rating increased when it was telecasted last season and the NBA hopes to bring entertainment to viewers this year as well.

To add to the excitement, the NBA has released a promotional film “The Heist II” for the upcoming 2024 NBA Emirates Cup. The film, crafted by independent creative agency Translation, produced by PRETTYBIRD, and directed by Paul Hunter, unites some of the league’s biggest stars in a thrilling, crime drama-inspired adventure. Serving as a sequel to 2023’s “The Heist,” the film sees “The Sopranos” actor Michael Imperioli return as the mastermind behind it all, while “Ahsoka” star Rosario Dawson joins the cast as a clever thief. And it broke the internet!

Amidst all the promotions, Ayesha Curry shared the on-set pictures for the film on her Instagram story. She captioned the story “This is so cool”. Naturally, this big-budget NBA ad wouldn’t feel complete without a star-studded lineup of elite athletes, featuring her husband and Anthony Davis, Shai Gilgeous-Alexander, Tyrese Haliburton, Jrue Holiday, and Jamal Murray.

As I said, it’s a costly maneuver. So let’s take a look at the breakdown.

What is the prize money on offer?

Following the group stage, where each team competes in four games, cash rewards become locked in. Quarterfinalists see each player pocket $50,000, while those who fall in the semifinals double that to $100,000. The pattern continues for the runners-up, as each player takes home $200,000. And for the champions? Every player collects a half-million dollar prize. Adding to the excitement for the final four teams is a trip to “Sin City” itself—the semifinals and finals take place at Las Vegas’s T-Mobile Arena.

TNT and ESPN are set to broadcast 14 games, with NBA TV airing three more during the initial phase of the Emirates NBA Cup. These channels are your go-to for catching the live action, bringing all the excitement of the games right to you. Meanwhile, the LA Lakers will no doubt put forth their best effort to defend their title. As the reigning champions of the In-Season Tournament, LeBron James and his team are eager to stay at the top, but rival teams are ready to challenge the gold and purple squad for the championship.

Adam Silver’s ambitious vision takes another step forward this year, promising a thrilling ride. Get ready for endless drama and action, with your favorite players bringing their A-game. Just make sure to tune in at the scheduled times to soak in the NBA’s mini-tournament magic. The anticipation only grows as the 2024 Emirates NBA Cup is about to unfold.