The NBA and FIBA have announced plans to launch a new European basketball league to compete with the EuroLeague, aiming to expand the sport's reach across the continent. This initiative coincides with upcoming NBA games in Berlin and London, where league officials discussed the project's details. NBA Europe managing director George Aivazoglou highlighted opportunities to include major cities currently underserved by top-tier basketball.
The NBA's push into Europe intensifies with the Orlando Magic facing the Memphis Grizzlies in Berlin on Thursday at 2 p.m. ET and London on Sunday at 12 p.m. ET, marking the league's 98th and 99th games on the continent. These matchups provide a backdrop for the recent NBA-FIBA announcement to engage prospective teams and owners for a new league featuring 14-16 teams: 10-12 permanent clubs and 4-6 merit-based qualifiers from FIBA-affiliated domestic leagues. The competition would schedule around national and domestic games, addressing what officials see as fragmentation in European basketball compared to soccer's structured pyramid of leagues like the Premier League, La Liga, and Champions League. Aivazoglou noted, “European basketball doesn't have what in the world of sports we call a strong ecosystem pyramid,” pointing to the exclusion of 80-90% of fans and major cities such as London, Paris, Rome, Berlin, and Manchester, where basketball has millions of enthusiasts but limited representation. Basketball, the second-most popular sport in Europe with 270 million fans, generates just 0.5% of the $50 billion sports industry. The new league seeks to attract a broader, more diverse audience through global branding, state-of-the-art arenas, and modern media distribution, while retaining European traditions. Permanent spots could involve established EuroLeague clubs; three of 13 'A' license teams—Real Madrid, Fenerbahçe, and ASVEL—have not yet signed long-term deals, with opt-out clauses around $10 million, amid Barcelona's recent 10-year commitment. Potential partnerships include soccer giants like Paris Saint-Germain or AS Roma in dominant-city markets, or new franchises in split-fanbase areas like London or Manchester. For new teams, the NBA prioritizes partners with branding experience, fan-engagement strategies, and infrastructure vision. On talent, Aivazoglou emphasized creating pathways for elite players beyond stars like Luka Dončić, Nikola Jokić, and Victor Wembanyama who migrate to the NBA, allowing more to build careers in Europe amid improved economics. NBA commissioner Adam Silver, responding to EuroLeague's legal threats over contracted teams, deferred to lawyers but stressed growth opportunities: “I don’t think by any means it’s inevitable that there is a clash.” He envisions global followership and consulted Dončić on the plans, while eyeing a 2027 launch and even a women's league. Aivazoglou described the venture as “the single biggest opportunity in the world of sports today,” though challenges like elite talent retention and city-specific dynamics remain.
