Cuban suggests NBA should ‘accept tanking’ to enhance fan engagement
Mark Cuban supports the concept of tanking in the NBA.
The former majority owner of the Dallas Mavericks argues that enhancing the fan experience is a primary reason the NBA should “embrace tanking.”
Reasons for the NBA to accept tanking –
The NBA has recently misjudged the belief that fans desire to see their teams compete nightly with a chance to win. This has never been the case.
When I entered the NBA, there was a perception that they were in the basketball business. They…
— Mark Cuban (@mcuban) February 17, 2026
“Few can recall the score from the last game they attended. They may not remember the dunks or shots. What they do remember is the company they had—family, friends, or a date. That is what makes the experience memorable,” Cuban stated.
Recently, the NBA imposed fines of $500,000 on the Utah Jazz and $100,000 on the Indiana Pacers, stating that both teams rested healthy players in recent matches, emphasizing that actions undermining the league’s integrity will not be tolerated.
Cuban, who retains a stake in the Mavericks, criticized this stance and advocated for greater transparency regarding tanking discussions.
“The most absurd aspect of the NBA’s approach is that if you don’t deceive your fans about your actions, even when it’s clear to them, you face fines. They also threaten you with the loss of draft picks,” he remarked.
Tanking Part 2: Why it’s “worse” now
1. College basketball players are now professionals. They are compensated for their performance rather than their potential. While the NBA values younger players who will continue to develop, they are now competing against larger, more skilled players with higher basketball IQs because…
— Mark Cuban (@mcuban) February 17, 2026
Cuban noted that tanking was instrumental in acquiring Luka Doncic during the 2018 draft. The Mavericks finished the 2017 season with a record of 24-58, the year prior to drafting Doncic, who was traded to the Los Angeles Lakers in 2025.
“We didn’t tank frequently. Only a few times over 23 years, but when we did, our fans appreciated it. It allowed us to improve, trade up for Luka, and enhance our team,” he wrote.
Cuban mentioned that the team was fined $600,000 afterward, calling it “a joke.”
According to Cuban, fans are the foundation of the league, and the NBA must recognize this and work to create better experiences for them.
“When I entered the NBA, they believed they were in the basketball business. They are not. They are in the business of crafting experiences for fans,” he stated.
For Cuban, a positive fan experience also encompasses affordability.
“Who cares the least about tanking? A parent who cannot afford to take their three children to a game and buy them jerseys of their favorite player,” he wrote. “[The NBA] should be more concerned about pricing fans out of games than about tanking.”
Cuban also argued that tanking demonstrates to fans that teams are planning for the future.
“Fans understand their team cannot win every game. They realize only one team can secure a championship. What fans who care about their team’s record seek is hope. … Hope that they will improve and have a chance to contend for the playoffs and possibly a championship.”
During the All-Star weekend, commissioner Adam Silver responded to inquiries regarding tanking, admitting that it has been “worse this year than we’ve seen in recent memory” and he is contemplating “every possible remedy” — including the potential removal of draft picks — to address the issue.
