Mark Cuban Argues NBA Should 'Embrace' Tanking

The former Mavericks owner believes tanking is not the league's biggest issue, and that improving the fan experience should be the priority.

Feb. 18, 2026 at 8:31pm

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Mark Cuban, the former owner of the Dallas Mavericks, has made a bold argument that the NBA should 'embrace' tanking. He believes that acquiring top draft picks through tanking is the best way for teams to build a championship contender, and that the league should be more focused on improving the overall fan experience rather than cracking down on tanking practices.

Why it matters

Tanking has long been a controversial topic in the NBA, with the league issuing punishments for teams accused of intentionally losing games to improve their draft position. However, Cuban's perspective challenges the conventional wisdom and suggests the league may need to rethink its approach to tanking.

The details

Cuban argues that fans care more about the overall experience of attending games than a team's win-loss record. He believes the NBA should be more focused on making games affordable and providing an enjoyable atmosphere for fans, rather than worrying about tanking. Cuban also contends that the best way for teams to build a championship-caliber roster is through the draft, trades, and free agency - all of which are easier to accomplish when a team is in a rebuilding phase.

  • Mark Cuban made these comments during NBA All-Star weekend in February 2026.

The players

Mark Cuban

The former owner of the Dallas Mavericks and a current minority owner, who is known for his outspoken views on the NBA and its policies.

Luka Dončić

The former star guard for the Dallas Mavericks, who was traded by the team as part of their rebuilding efforts.

Cooper Flagg

The Duke player who was selected by the Mavericks with the top overall pick in the draft after the team traded Dončić.

Anthony Davis

The player the Mavericks received in the trade for Dončić, who they have since shipped off as part of their rebuilding process.

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What they’re saying

“When I got into the nba, they thought they were in the basketball business. They aren't. They are in the business of creating experiences for fans. Few can remember the score from the last game they saw or went to. They can't remember the dunks or shots. What they remember is who they were with. Their family, friends, a date. That's what makes the experience special.”

— Mark Cuban, Former Dallas Mavericks Owner (profootballnetwork.com)

“Fans know their team can't win every game. They know only one team can win a ring. What fan that care about their team's record want is hope. Hope they will get better and have a chance to compete for the playoffs and then maybe a ring.”

— Mark Cuban, Former Dallas Mavericks Owner (profootballnetwork.com)

“The one way to get closer to that is via the draft. And trades. And cap room. You have a better chance of improving via all 3, when you tank.”

— Mark Cuban, Former Dallas Mavericks Owner (profootballnetwork.com)

“The nba should worry more about fan experience than tanking. It should worry more about pricing fans out of games than tanking. You know who cares the least about tanking , a parent who cant afford to bring their 3 kids to a game and buy their kids a jersey of their fave player Tanking isn't the issue. Affordability and quality of game presentation are.”

— Mark Cuban, Former Dallas Mavericks Owner (profootballnetwork.com)

What’s next

The NBA is likely to continue debating the merits of tanking, and it remains to be seen if the league will heed Cuban's advice to focus more on improving the fan experience rather than cracking down on the practice.

The takeaway

Mark Cuban's bold argument that the NBA should 'embrace' tanking challenges the conventional wisdom on the issue and suggests the league may need to rethink its priorities. While tanking remains a controversial topic, Cuban believes the NBA should be more focused on making games affordable and providing an enjoyable experience for fans rather than worrying about teams intentionally losing games.