By Alex Molina / amolina@eurohoops.net
Chus Bueno, the new CEO of the EuroLeague, visited MARCA to outline his vision for the future of European basketball and to address the looming arrival of the NBA in Europe. After nearly 13 years as Vice President of Operations for the NBA in Europe, Africa, and the Middle East, Bueno served as Global General Manager of DAZN Basketball, designing and executing the platform’s worldwide basketball strategy.
On January 30, Bueno was appointed CEO of the EuroLeague with full executive authority in a crucial era for European basketball, particularly with the expected launch of an NBA Europe project in 2027.
Bueno’s appointment has been widely interpreted as a move toward fostering unity in European basketball and possibly reconciliation with the NBA.
“I’m grateful for the words from Adam Silver, Mark Tatum, and George Aivazoglou,” Bueno said. “They’ve suggested I can be someone who builds bridges. I know the NBA well. I’ve already spoken with them about the situation.”
The NBA is currently testing market interest in investing in a potential European project, with a decision expected by the end of the month. “If the NBA can raise $2 billion or even $5 billion and enter the European basketball ecosystem, that’s good news,” Bueno said. “Basketball has never had this much money available. The key is how we maximize the opportunity. Fragmentation burns money. It’s better to explore what we can do together.”
When asked directly whether a partnership between the EuroLeague and the NBA is feasible, Bueno was unequivocal. “Of course it’s possible. Absolutely,” he said. “Once the NBA completes its investment evaluation period, we’ll sit down. We’ve made it clear we are ready to talk. We’re eager to find common ground for collaboration. I’ve been at every table -including FIBA- and this is a unique moment. My dream is to build an ecosystem that works for everyone. That’s the mission.”
Three clubs with an A license, including Real Madrid, Fenerbahçe, and ASVEL Villeurbanne, have yet to formalize their long-term commitments to the EuroLeague, something that will change very soon. “We expect clarity in the next two or three weeks,” Bueno said. “I count on all three clubs. Real Madrid is the most important brand in European basketball, and we obviously want them with us.”
Interest from the Middle East is growing, with multiple cities and ownership groups exploring entry into the competition. “The EuroLeague generates strong interest, not just from Abu Dhabi,” he noted. “When we expand, we’ll evaluate each case individually.”
But there is also the Russian question, including one of the 13 EuroLeague shareholder clubs, CSKA Moscow. “I admire CSKA,” he said. “If the conflict ends and conditions normalize, we would be delighted to see them return.”