The NBA and Prime Video today unveiled “Emirates NBA Cup University,” a new campaign that builds a collegiate world around the tournament on its way to the Cup Championship at legendary Hinkle Fieldhouse. takes fans back to school as NBA stars head to campus in preparation for the Emirates NBA Cup 2026. The chase for the NBA Cup begins Friday, Oct. 30 when Group Play tips off across NBA team markets as the New York Knicks travel to face the Philadelphia 76ers at 7:30 p.m. ET followed by the Los Angeles Lakers at Golden State Warriors at 10 p.m. ET, only on Prime.

Set in the imagined world of a fictional university, the campaign offers a playful take on NBA stars preparing for the Emirates NBA Cup, using the college experience as a metaphor for the preparation and competitive drive the tournament demands. Classrooms, dorm rooms and campus traditions become the backdrop for lessons and challenges as players set their sights on the Emirates NBA Cup Championship at Hinkle Fieldhouse in Indianapolis.

The campaign features Charlotte Hornets forward Kon Knueppel, Atlanta Hawks forward Jalen Johnson, Cleveland Cavaliers forward Evan Mobley, Los Angeles Lakers guard Austin Reaves, San Antonio Spurs guard Stephon Castle, Oklahoma City Thunder center Chet Holmgren, Portland Trail Blazers guard Damian Lillard and Utah Jazz forward Jaren Jackson Jr. At Emirates NBA Cup University, NBA on Prime studio analysts Dirk Nowitzki, Blake Griffin, Udonis Haslem, and Steve Nash double as academic professors, with studio host Taylor Rooks as Dean.

Check out behind-the-scenes action here, showcasing the cast on set during the filming of Emirates NBA Cup University, which was developed by the NBA and Prime Video in collaboration with DLP and directed by Max Gutierrez.

For the Emirates NBA Cup, all 30 teams have been randomly drawn into groups of five within their conference based on win-loss records from the 2025-26 regular season. Every Friday from Oct. 30 through Friday, Nov. 27, each team will play four designated Group Play games on “Cup Nights” on Prime.

Eight teams will advance to the Knockout Rounds. The Quarterfinals and Semifinals will be played in NBA team markets before the tournament culminates with the winner-take-all Emirates NBA Cup Championship on Friday, Dec. 11 at the iconic Hinkle Fieldhouse in Indianapolis. All Knockout Round games, including the Championship, will stream exclusively on Prime Video.