EuroLeague Chief Says It Is Ready to Compete With the NBA in Europe

EuroLeague is prepared to compete directly with the NBA in Europe if the two organizations cannot agree on a partnership, its chief Chus Bueno told Reuters.

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If we cannot reach an agreement in Europe, we will compete in Europe. We discussed exactly that inside the organization and, if necessary, we are ready for it.

The NBA plans to launch NBA Europe in 2027, while EuroLeague is also preparing to expand. Bueno said any agreement would need to benefit both sides rather than serve only one organization.

He acknowledged the NBA’s experience in organizing and developing projects of this scale, but said the American league should not underestimate Europe’s historic clubs. Some, he said, have existed for 100 years and possess intellectual property that could offer value to the NBA.

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It has to be a partnership that benefits both of us, not just one side.

Bueno warned that two separate strong competitions could hurt both organizations. Competition would split the market’s sporting and commercial value, including broadcast rights and fan attendance.

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We know that the NBA can help in organizational matters, so we should follow the NBA’s example, but they should also take into account the intellectual property of the local clubs.

Despite that risk, both sides are continuing to prepare their plans independently. “If there is no agreement, we will have to continue with our plans,” Bueno said, adding that the NBA was pursuing its process while he pursued his.

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If we have two leagues, it will split the value, both institutionally and commercially, in terms of broadcast rights or fan attendance.