The NBA has announced the return of its Creator Cup to Las Vegas on December 15, featuring content creators who collectively boast an audience of more than 100 million followers across social media platforms.

The competition, which marks the third iteration of the Creator Cup series, will broadcast live at 4:30 p.m. ET on YouTube and the NBA App from T-Mobile Arena. The format consists of four eight-minute quarters of 5-on-5 basketball.

Chris “Lethal Shooter” Matthews, whose shooting expertise recently earned him an exhibit at the Naismith Basketball Hall of Fame, and streetball legend “The Professor” will serve as coaches for the competing teams.

The roster includes former collegiate athletes and professional players who have transitioned into content creation. Notable participants include Tristan Jass, who gained prominence after a viral video of him crossing over his teacher, and Chris Staples, a former Harlem Globetrotter who influenced NBA stars Dwight Howard and Aaron Gordon’s dunk techniques.

The event builds on the momentum of previous tournaments that delivered close finishes. The most recent In-Season Tournament Creator Cup went overtime, with the Hoopers squad securing an 87-86 victory. During the Summer League edition, JDub posted a double-double (24 points, 14 rebounds) to lead the Ballers to an 81-79 win despite Jass’s game-high 31 points and ten rebounds.

Participants bring diverse backgrounds in sports and content creation. The roster includes former G League player Trey Phills, son of NBA veteran Bobby Phills, and Jayda Bovero, who leveraged her New Mexico Lobos basketball career into partnerships with brands including Jordan, Nike, and Fenty Beauty.

The December 15 event launches a series of three creator-focused competitions planned for the 2023-24 NBA season, with additional games scheduled during All-Star Weekend and Summer League.

The NBA also recently announced the expansion of its creator program for the 2024-25 season, introducing partnerships and content-sharing initiatives designed to broaden its digital reach. The program launched with streamers Kai Cenat and Drew Afualo covering opening week games.

The Association organized the second iteration of its Hennessy NBA Creator Cup on July 11 at The Pavilion at the University of Nevada Las Vegas. The event pitted 12 prominent internet personalities in two teams in a basketball showdown.