copyright, trademark infringement , unjust enrichment among few other things to be brought up.
Technically they can go after you, especially if you have NBA related website where you use the brand for own financial gains. You are clearly not affiliated and have not obtained NBAs permission to do use their brand.
Copyright is $150.000 civil fine, and criminal is - well better not get federal criminal charges, even though civil ends up in federal court many times, than your name is stuck on file and its a bitch to take it off. You have to win the case and counter sue them and win.
There were several cases, even back with the super bowl, the feds jumped on like a dozen sites in East coast, pretty nasty. On smaller stage there are always ton of smaller suits and the infamous DOE 1 thru 200 , just adding ppl to it.
On the other hand, if you had NBASTORE.com and sell Northern Bay Autos Store, you might have a case.
But as mentioned above there have been many threads on this before, I certainly know that lots of money can be made in this but when it comes down too,
it is more than blackhat and screwing some horny dude out of a hand job after signing up with adult_finder. Not worth it.