Inside the NBA Cup: How Players Like Jalen Brunson Are Turning Prize Money Into Purpose
LAS VEGAS - The NBA Cup might still be carving out its identity on the league calendar, but for players like Jalen Brunson, the stakes go well beyond a shiny trophy and a big payday. Sure, the $530,000 check that comes with winning the tournament is a nice bonus - but for Brunson, it’s not about adding to his already substantial earnings. It’s about the people behind the scenes who help make it all possible.
Brunson, who’s emerged as the heart and soul of this Knicks squad, doesn’t need the extra cash. His salary, endorsements, and growing star power have him financially set for life. But when he steps onto the floor during the NBA Cup, he’s thinking about the trainers, nutritionists, massage therapists, and PR staff - the folks who don’t get a cut of the winnings, but who help keep the engine running.
“We have a lot of guys and coaches who don’t make as much as some guys on this team, so it’s an added bonus for them as well,” Brunson said. “You’re not just playing for yourself, you’re playing for an entire team.”
That mindset has sparked conversations among top-earning players about redistributing their winnings to support the less-visible members of the organization. When asked if he and other high-salaried teammates had discussed pitching in for those who don’t see a dime of the Cup’s prize money, Brunson cracked a grin: “Yes, we have. Thanks for ruining the surprise.”
For Some, It’s a Bonus. For Others, It’s a Breakthrough.
While stars like Brunson can afford to be generous, for others, the NBA Cup money can be a significant portion of their annual income. Take Tyler Kolek, the Knicks’ 2024 second-round pick. Before taxes, he’s making a little over $2 million this season - solid by most standards, but in the NBA ecosystem, that puts him near the bottom of the salary ladder.
That’s why the extra $50,000 he earned last year when the Knicks reached the quarterfinals wasn’t just pocket change. It was enough for him to buy his mom a car for Christmas.
This year? “Now, this time, my dad might want something,” Kolek said with a smile.
Veteran Josh Hart, who’s averaged around $10 million annually over the last five seasons, finds himself in a different - but still very real - situation. Back in September, Hart was staying at the Dominick Hotel in SoHo when he was robbed of three watches and jewelry totaling roughly $185,000. So while he’s financially secure, the NBA Cup prize money offers a chance to recoup some of that loss.
“I’ll buy a watch,” Hart said, half-joking, half-serious. “I got robbed in September with no gun.
I lost three watches so I have to start replacing those. We’re in Vegas.
If I put it on a hand of blackjack, I might be able to double it and get more watches.”
Giving Back on a Global Scale
Karl-Anthony Towns has a different plan for his potential winnings. Though born in New Jersey, Towns plays internationally for the Dominican Republic, honoring his late mother’s heritage. With nearly $300 million in career earnings, Towns doesn’t need the NBA Cup money for himself - instead, he’s planning to donate it to support youth sports and community programs in the D.R.
“Honestly, I’ll probably give it to the Dominican Republic,” Towns said. “They have ‘Go Sports’, ‘Go Ministries’ over there.
I feel very confident knowing the money will go over there and take care of the kids in the D.R. I would love to win so I can give them more money and help the community over there.”
Different Players, Different Plans
Not every player has a plan just yet. Mitchell Robinson said he’s going to save his - maybe.
Mikal Bridges joked that he might try to buy one of Robinson’s trucks. OG Anunoby?
Still undecided.
But for Jordan Clarkson, currently playing on a veteran minimum deal, the goal is simple and relatable.
“I’m going to pay my rent, fa sho,” Clarkson said, grinning. “They can just have the whole thing.”
More Than Just a Tournament
The NBA Cup is still finding its footing in terms of format, fan engagement, and long-term significance. But one thing is already clear: it’s creating real opportunities - not just for the league’s biggest names, but for the rookies, the role players, and the countless staffers who work behind the curtain.
“It’s a great opportunity, especially for the young guys,” said Bridges. “They’re just getting into the league.
This is a way to make some money. I think it’s really good for them.”
In a league where headlines often go to max contracts and superstar trades, the NBA Cup is quietly becoming something more - a platform for generosity, gratitude, and giving back. Whether it’s buying a parent a car, paying rent, or supporting an entire community overseas, the impact of this tournament is already being felt far beyond the hardwood.