Unlike the NFL, the NBA apparently has decided it is not ready to sacrifice its existence for the cause of social justice. This is because the company is run by actual businessmen who want to make money, as opposed to religious zealots:

With the NFL finding itself trapped in a vise of sliding viewership on one hand, and a sudden plunge in its favorability as a result of the ongoing “kneeling” feud with President Trump, which according to a just released POLITICO/Morning Consult poll has plunged from 30% on September 21 to just 17% on September 28, the most unfavorable in history

… other sports franchises are desperate to avoid the backlash that NFL Commissioner Roger Goodell appears to have unleashed upon his league.

As a result, the NBA which has seen a similar steep drop in viewership in recent years is taking emergency proactive measures, and according to the Associated Press, NBA Commissioner Adam Silver said he expected players would stand for the anthem, followed up by a memo in which the NBA “recommended teams address fans or show videos expressing themes of unity before their first home games,” while again reminding them of the rule that players must stand for the national anthem.

“The league office will determine how to deal with any possible instance in which a player, coach or trainer does not stand for the anthem. (Teams do not have the discretion to waive this rule),” the memo says.