While praising the quality of basketball in the EuroLeague, Mike James believes the competition still has significant opportunities to strengthen its business operations and overall financial model.
The veteran guard pointed to several areas that could benefit from modernization, including marketing, merchandise sales, television rights, and increasing revenue for clubs.
“I would say marketing could be better. Figure out a way to have more merchandise and maybe be sponsored by one athletic wear brand so it could be sold and we can make more money off of it. TV rights would be nice.
“Finding a way for clubs to make more money so the league could be better in general. There’s a lot of things that could be better. But not to pick on it, not to be rude, because I think it’s a great product. It’s just, improvements got to be made.”
James also questioned whether a completely new NBA-backed league could generate the same atmosphere as the current EuroLeague, noting that European supporters are deeply connected to their clubs rather than individual stars.
“Because the thing that’s different about Europe than the United States is that obviously players have fans and fans like players, but they’re really fans of the teams. So the whole new league will be nice.
“Some people will go, but you won’t get the passionate fans that they have from the league right now. So I would like for it to combine somehow.”
Currently a free agent following several successful seasons with AS Monaco, James added that he would be open to playing in an NBA-supported European competition if he is still active when the project begins.
Mike James on NBA Europe: “I would love for them to partner with the EuroLeague”https://t.co/E4M4CcjJzX
— Eurohoops (@Eurohoopsnet) July 9, 2026
