Collect the Emirates Cup with Topps NOW
The Emirates NBA Cup is quickly becoming one of the highlights of each NBA season. With added stakes, knockout drama, and a trophy on the line, the tournament has created new storylines that demand to be remembered — and NBA Topps NOW® has just begun to capture them.
NBA Topps NOW® Emirates NBA Cup cards spotlight key plays from the NBA’s in-season tournament as they happen. Expect Cup-logo branding, star moments and surprises, and storytelling that tracks the event from early rounds to the final. Each release adds a chapter to the Cup’s evolving history.
“We wanted our first Emirates Cup branded moment to start the program off with a bang,” says Matt Castoral, Product Manager at Topps. That “bang” arrived with a striking NBA Topps NOW® card of Luka Dončić, highlighting his record-setting start to the season.
The card features Dončić in midair, finishing a layup under the bright lights of the Emirates NBA Cup. The upper-right corner proudly displays the tournament’s logo, making it instantly recognizable as part of this new era of Topps NOW® storytelling.
“Each card has the Emirates NBA Cup logo on it,” Castoral explains, underscoring how this new subset of releases visually connects to the tournament itself.
A Season Within the Season
When asked how the design and storytelling approach for these cards differs from regular NBA Topps NOW® releases, Castoral says it’s all about shaping a larger narrative.
“As the tournament progresses, it’s our hope that these cards will tell the complete story of each Emirates NBA Cup tournament year after year,” he explains, “just as Topps NOW® as a whole tells the story of each NBA season.”
That sense of continuity defines the creative approach. Each card becomes a chapter in the ongoing story of the Emirates NBA Cup, designed to reflect not only athletic achievement, but also the weight of the moment.
“While every win matters during the NBA regular season, the Emirates Cup only raises the stakes,” Castoral says. “Not only are teams competing for the Cup itself, but simply advancing to the knockout stage represents a major achievement. We want to convey the weight of these wins with each card.”
Choosing the Right Emirates NBA Cup Moments
The process of deciding which plays or performances earn a Topps NOW® card remains rooted in storytelling, with an eye for moments that define the competition. “As with NBA Topps NOW® as a whole, we’re always looking to key in on the biggest names and the most memorable moments,” Castoral says. “However, everything is on the table given the significance of each Cup game.”
That philosophy keeps the door open for surprises. From breakout performances to emotional team victories, Topps NOW® treats each Cup matchup as an opportunity to spotlight basketball at its most competitive.
Documenting a New NBA Tradition
For Castoral and his team, capturing the Emirates NBA Cup feels especially rewarding because they’re documenting something new as it takes shape. “All moments are special in our eyes,” he says, “though being able to capture the evolution of this tournament in real time definitely adds a layer of excitement and possibility.”
Each release carries that sense of immediacy — cards printed within hours of the action that help tell the evolving story of the Cup as it becomes a fixture of the NBA calendar.
An Evolution of the Game and The Hobby
When asked how the Emirates NBA Cup coverage fits into the broader NBA Topps NOW® story, Castoral sees it as a natural extension of what the platform already does.
“I would definitely consider them an evolution of the main checklist,” he says, “just as the Emirates Cup itself is an evolution of the NBA regular season. Every game counts, and every card contributes to the complete picture of the NBA season.”
For collectors, that evolution means something special: a chance to follow the Emirates NBA Cup from its early days and own the moments that define it. From Luka Dončić’s unstoppable scoring start to the matchups still ahead, NBA Topps NOW® is turning the tournament’s biggest highlights into lasting pieces of NBA history.
NBA Topps NOW® Emirates NBA Cup Collector FAQs
- What are NBA Topps NOW Emirates NBA Cup cards?
- These are real-time, print-on-demand cards that document standout moments from the NBA’s in-season Emirates NBA Cup, branded with the Cup logo and focused on narrative significance rather than a fixed checklist.
- How does Topps choose Cup moments for Topps NOW?
- Editors weigh significance, stage, and storytelling, prioritizing breakout performances, stars, and knockout-round drama to reflect the Cup’s stakes and competitive arc
- Do Cup cards differ from regular NBA Topps NOW cards?
- Yes. The Cup subset uses Emirates NBA Cup branding and focuses specifically on games within the tournament, creating a season-within-the-season narrative for collectors.
- What notable Emirates Cup card kicked off this season?
- The subset kicked off with a Luka Dončić Topps NOW card, featuring a midair finish under Cup lights with the Cup logo — setting the program’s tone for star-driven, tournament-branded moments
- Why collect Emirates Cup cards if I already collect NBA Topps NOW?
- Emirates Cup cards chronicle knockout drama and milestones unique to the tournament, complementing regular-season moments and adding a distinct storyline to your collection.
Key Facts
- Real-time subset tied to the Emirates NBA Cup in-season tournament
- Cup-logo branding distinguishes these cards at a glance
- Selection favors significance, stage, and strong visual storytelling
- Launched this season with a Luka Dončić moment
- Intended as a chronological record of the Cup’s evolving history
