EuroLeague Basketball is prepared to compete directly with NBA Europe if the two sides cannot reach a mutually beneficial partnership, CEO Chus Bueno told Reuters on Friday.
The NBA and FIBA-backed NBA Europe is targeting an October 2027 launch, with plans for a 16-team competition featuring 12 permanent franchises and four annual qualifying spots. The NBA has received bids in the $500 million to $1 billion range for each of its 12 target cities, with more than 20 existing basketball and football clubs involved in the bidding process.
“If we don’t get a deal in Europe, we’re going to compete in Europe … that’s the discussion that we had internally, and if we have to, we’re ready,” Bueno said.
The EuroLeague CEO, who took the position in February, emphasized that the organization remains interested in cooperation with the NBA but would not accept an arrangement that disproportionately benefits one side.
“It has to be a partnership that works for both of us, not just for one of us,” Bueno said.
Bueno argued that both organizations could benefit from combining their respective strengths, with the NBA bringing operational expertise and EuroLeague clubs providing established local brands and decades of market knowledge.
The stakes are significant because competing leagues could divide audiences, sponsorship revenue, media rights and arena attendance across European basketball.
“If you have two leagues … this is going to create fragmentation of the value, institutionally but also commercially, in media rights, fan attendance,” Bueno said.
NBA Commissioner Adam Silver said in July that he remained optimistic about creating greater consolidation in European basketball. However, both sides are continuing to prepare independently in case negotiations fail.
NBA Europe is expected to begin with 16 teams, while EuroLeague is planning its own expansion from 20 to 24 teams for the 2027-28 season. EuroLeague also intends to establish 21 permanent franchises, with its existing 13 shareholder licenses converted into franchises without an additional fee.
EuroLeague has advanced 11 proposals in its expansion process, with binding offers representing almost €700 million in franchise fees. The projects reportedly represent more than €3.2 billion in planned investment over five years, while the league is considering markets including Paris, London, Milan and Naples.
The NBA’s financial resources could nevertheless make a direct battle difficult. Sports marketing analyst Bob Dorfman told Reuters that NBA Europe would have a major advantage through its global brand, financial strength and access to NBA stars.
EuroLeague enters the potential confrontation with an established competition that has operated since 2000. Olympiacos are the defending champions after defeating Real Madrid 92-85 in the 2025-26 championship game, while the 2026-27 regular season is scheduled to begin September 24 with Real Madrid hosting Dubai.
With both leagues expanding and the NBA targeting a 2027 launch, the next year could determine whether European basketball moves toward consolidation or a direct competition between two powerful competitions.
