At the Staples Center in L.A., Lakers fans will start chanting for free tacos near the end of the game (Jack-in-the-Box does a free giveaway if the Lakers win and keep opponents to under 100 points), while fans in Boston are more blunt with their support, chanting "Beat L.A." if they're defending home court against the Lakers.
There's even a menu setting for "Atmosphere" that lets you pick between "Season," "Playoffs," and "Finals." Crowd noise will ramp up accordingly, the proper emblems and logos will appear on courts, presentation overlays, and uniforms, and the announcers will comment about the higher stakes.