The International Basketball Federation (FIBA) is trying to change perceptions. As well as rebranding its tournament, the next event will be held in 2019 not 2018 so it is no longer played in the same year as the Football World Cup. There have also been suggestions that basketball become an age-group tournament at the Olympics, like men's football is.
But FIBA's ultimately at the behest of the NBA, with new commissioner Adam Silver recently stating the future availability of the league's players is a hot topic.
The tipping point for the NBA may have come at the start of this month, when Indiana Pacers forward Paul George broke his leg while playing an exhibition game for the USA. Outspoken Dallas Mavericks owner Mark Cuban has called for the NBA players and owners to get together and create their own World Cup.
So with the potential of the basketball landscape looking markedly different in 2019, fans of the international game should perhaps treasure the fact that 50 NBA players will suit up in this year's World Cup.
The USA are favourites to defend their world title, with hosts and 2006 champions Spain, who boast six NBA players, expected to be the Americans' biggest challenger.
The Tall Blacks are in the same pool as the Americans, Turkey, the Dominican Republic, Ukraine and Finland.