Part three of our series addresses the critical question of club participation. No matter how strong the NBA’s branding is, if the continent’s biggest teams don’t join, NBA Europe will struggle to command legitimacy or fan interest. Today we explore who might join, who likely won’t, and the complicated choices those clubs face.
Read part 1 here: The High Cost of NBA Europe.
Read part 2 here: Can NBA Europe Take Over?
The NBA name carries global weight — but Europe’s basketball power still resides with its clubs. For NBA Europe to truly matter, it needs the continent’s most iconic teams. The problem is obvious. Many of those clubs already own part of Euroleague. Will loyalties shift? What role will financial tensions play and what other elements could define the fate of the NBA and FIBA’s project?
The easy gets…
…have their own complications. Of the existing 18 Euroleague clubs, the one most likely to be keen on NBA Europe is FC Bayern Munich. They have just moved into a state of the art new arena and elevating the Bayern brand across sports, not just basketball, is always top of mind for the club.
There are two others that would likely be open to saying yes. It’s just not clear if the NBA wants them. Alba Berlin would welcome the potential extra revenue streams while Paris Basketball would certainly be interested. The problem is the NBA is looking at PSG in Paris and has hinted loudly that it would seek to create a new team in Berlin. Good luck with that, it’s not that easy a market.
Then there are the cities where it’s essentially virgin territory. This would include Abu Dhabi, which has the money and arena already. Then there’s London, Amsterdam, and perhaps Stockholm, Helsinki, or Copenhagan. Again cities with solid infrastructure and, while home to professional basketball teams, these wouldn’t be as difficult to outgrow as those in traditional hoops hubs.
The EuroLeague Bloc: Clubs With Leverage
There are 13 permanent members of Euroleague. These shareholders hold the most sway in any discussion. Some have more influence than others. Real Madrid, FC Barcelona, Olympiacos, Fenerbahçe, Panathinaikos, and Maccabi Tel Aviv all hold the keys to large markets. They are the most supported clubs, with the most financial backing, in the largest cities in Euroleague.
The decision to join NBA Europe would mean abandoning the ownership and stability they currently have along with, crucially, the control they have. That’s all before pointing to the benefits these sides have from their own rivalries with one another and the deep fan loyalty that has developed. These are not easily transferable traits.
Who moves first will matter the most. Especially as say Zalgiris Kaunas, a permanent member, or the two Belgrade clubs could be targeted by NBA Europe strategically. While not nearly holding the financial clouts of the other markets, their basketball heritage means they may get targeted by FIBA and the NBA as a means of luring the others.
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A Branding Collision
The NBA follows the US model for franchise sports and does so well. The team is of the city so to speak. There’s a subtle difference in Europe where the clubs, while regional, are seen as being off the people. This has enabled more multi-club cities to thrive and still have large followings. The tendency of the NBA to be quite controlled on branding will also matter. Fans in Europe of all ages are wary of the perceived lack of permanence between franchises and their cities in the US.
It’s also relevant when it comes to the possible replacement teams. A Berlin team that’s not Alba won’t go over well in Berlin. Alba is involved in ferocious competition across sporting interests in its own city but it has a clear and loyal fanbase. If you are in Berlin and like basketball, you almost certainly like Alba and feel emotionally tied to them. A new NBA side parachuted in won’t go over as well.
While Paris Basketball is a rather young club it has worked well to build up a following. It is also at the heart of the Adidas vs Nike battle for the commercial soul of the city. NBA Europe seems to be leaning more Nike in mind, given the approach to PSG, but that doesn’t mean it’ll just work as a new unit.
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What the Clubs Want
That may all seem like manageable ephemeral stuff until you consider the expectations of those with leverage. The NBA expects clubs that take part to pay for franchise fees. With all of the top tier clubs in Europe, their expectation from NBA Europe will be quite different.
They will expect, at the most basic level, an increase in the money they get from day 1. Furthermore, they will expect to have real input on governance including scheduling, competition structure, and commercial matters.
Right now, they get that with Euroleague. While the pot isn’t big, it’s a pot they control. Will FIBA and the NBA be willing to cede that much to the clubs with leverage? It’s an enormous ask and it’s not the only matter to consider. Those clubs have deep ties with broadcasters on the continent. To win over the big names, it’s not just basketball names to be considered, it’s those paying to show the games. That will be the focus of tomorrow’s column.
The NBA and FIBA plan on launching a European league in 2026 — but can it really work? In this five-part series, we dive into the financial gamble, the structural chaos, the club politics, the media game, and the cultural fight for basketball’s soul. From billion-dollar ambitions to legal landmines and fan resistance, NBA Europe: The Grand Experiment breaks down the biggest shake-up in European hoops in decades.
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