Patryk Stachowiak
European basketball has long thrived on passion, tribal rivalries and financial uncertainty. It is a chaotic ecosystem held together by tradition, power structures and survival instincts. At the centre of it all sits the EuroLeague — and it is watching the NBA’s proposed European expansion with scepticism rather than fear.
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New York Knicks
San Antonio SpursEuroLeague CEO Paulius Motiejunas made that clear as the NBA continues to outline plans for a new continental competition, backed by FIBA. While the headlines have been loud, Motiejunas believes the substance remains thin.
“We’ve only heard the plan or the fireworks of how amazing it will be, how much potential there is,” Motiejunas said. “But having a theory is one thing — making it work is another.”
“We’ve been here for 26 years. We know how Europe functions.”
EuroLeague’s Power Base Remains Intact
With elite clubs such as Real Madrid, Bayern Munich and Fenerbahce, the EuroLeague remains the strongest men’s professional basketball competition outside the NBA. The current 20-team structure includes 13 long-term “shareholder” clubs protected from relegation, while the remaining places are earned through domestic leagues or invitations.
The NBA, by contrast, is reportedly targeting a 16-team European league, featuring 12 permanent members, with a potential launch as early as October 2027. Athens, Istanbul, Paris, Lyon, Munich, Berlin, Rome, Milan, Madrid, Barcelona, London and Manchester have all been identified as possible host cities.
Attention has naturally focused on three EuroLeague shareholder clubs — Real Madrid, Fenerbahce and ASVEL — that have yet to renew their 10-year licences. ASVEL owner Tony Parker has openly supported the NBA’s initiative, fuelling speculation.
Barcelona, another major stakeholder, has recently indicated it will extend its licence for another decade.
“It’s a big deal, of course. It’s an important brand, and we’re happy that they committed,” Motiejunas said, adding that he remains confident all 13 shareholders will stay put.
NBA Promises, EuroLeague Doubts
Motiejunas questioned both the clarity and urgency of the NBA’s proposal, suggesting patience among European club owners may be wearing thin.
“The NBA has been announcing and announcing things for a year but still it’s nothing that you can grasp,” he said. “As businessmen, these are team owners — they begin to see it’s a little bit of a broken record of ‘we will announce later’. The 2027 start is already around the corner.”
While reports suggest a €10 million exit clause exists for EuroLeague clubs, Motiejunas declined to confirm figures, noting only that contracts can be broken through legal processes — and that there is no NBA opt-out clause.
Legal Tension and Silver’s Response
Despite the uncertainty, the EuroLeague insists it remains open to cooperation with the NBA. That said, it has sent a formal letter warning of legal action should talks with its shareholder clubs continue.
NBA Commissioner Adam Silver appeared unfazed. Speaking in Berlin ahead of the Orlando Magic’s win over the Memphis Grizzlies — the NBA’s first regular-season game in Germany — Silver downplayed the threat.
“If I thought that the ceiling was the existing EuroLeague and their fan interest,” Silver said, “we wouldn’t be spending the kind of time and attention we are on this project.”
Media reports suggest the NBA could demand franchise fees of at least $500 million. Silver acknowledged investors would need patience, describing the project as “multi-decades in the making” and cautioning that profitability would not come quickly.
He also framed discussions with clubs like Real Madrid as exploratory rather than decisive, calling them “more in the category of fact finding.”
The European Market and Financial Reality
European basketball mirrors football in structure, with domestic leagues feeding continental competitions. In that sense, the EuroLeague functions much like the Champions League. Alongside it exist multiple international tournaments, including FIBA’s Basketball Champions League — a potential feeder for any future NBA-backed competition.
Silver believes the opportunity lies in basketball’s underdeveloped commercial footprint.
“Basketball is the No. 2 sport in Europe after soccer,” he said. “But commercially, it probably represents about 1 percent of the sports marketplace.”
Middle East Influence and Adaptation
Financial instability has long plagued European clubs, many of which rely on wealthy owners to cover annual losses. In response, the EuroLeague has introduced spending controls to improve sustainability.
It has also explored new revenue streams. Last season’s Final Four was staged in Abu Dhabi for the first time — a move that delivered both commercial upside and controversy, highlighted by Panathinaikos owner Dimitris Giannakopoulos receiving a five-game ban for threatening behaviour toward referees.
The EuroLeague has since granted a long-term licence to a new Dubai-based team and extended its partnership with global sports marketing agency IMG.
“We focus on ourselves,” Motiejunas said. “We will be able to adapt — there’s no question about it — and we will continue to fight.”
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