By Johnny Askounis/ info@eurohoops.net
The global basketball landscape is approaching a historic turning point as two massive, competing visions for the sport’s future prepare to launch. On one side is Project B, a private touring circuit backed by NBA royalty. On the other is NBA Europe, a formal expansion of the NBA’s infrastructure into the European market.
Led by co-founder Grady Burnett and advised by LeBron James’ longtime partner Maverick Carter, Project B is positioning itself as a direct, high-paying alternative to traditional leagues, as recently detailed by Joe Vardon and Mike Vorkunov of The Athletic. The venture will start with a women’s basketball league consisting of six teams playing in a traditional five-on-five format. Each team’s roster will feature 11 players, totaling 66 athletes. The season is structured as a touring circuit of seven two-week-long tournaments across Europe, Asia, and Latin America, scheduled to begin in November 2026 and conclude in April 2027. While initial reports focused on the women’s league, the organization is actively recruiting for a men’s division to launch simultaneously next fall.
A meeting between Carter, James, and European super-agent Misko Raznatovic, who represents Nikola Jokic, signaled a strategic move to recruit elite international talent. Raznatovic, who manages nearly 50 EuroLeague players, hinted at the timeline by noting that the summer of 2025 is the perfect time to make big plans for the fall of 2026. The league has already approached WNBA stars with $2 million salaries and is now targeting NBA veterans and top youth prospects with an equity-based ownership model. To maximize global engagement, games are intended to be broadcast for free on YouTube.
While Project B builds a rival circuit, Adam Silver and the NBA are working to integrate with the existing European ecosystem rather than dismantle it. Targeted for an October 2027 launch, NBA Europe plans to feature 12 permanent franchises in major hubs like London, Paris, Madrid, and Berlin, alongside 4 merit-based slots. The 2026-27 Basketball Champions League will serve as the primary qualifier, with the Final Four finalists earning spots in the inaugural season. Silver has emphasized a systematic approach, stating that the best outcome involves working alongside FIBA and the Euroleague Basketball to grow the game rather than competing for the same space.
The NBA has clarified that the development of NBA Europe is a standalone venture and is not connected to the potential domestic expansion in Seattle and Las Vegas. While a decision on adding those two US markets is expected by the end of 2026, the European project is proceeding independently to establish a global presence. To secure a spot in this new European league, investors are facing significant entry costs, with the NBA pursuing licensing fees on a sliding scale, with permanent franchise licenses projected to range from $500 million to over $1 billion for major markets like London.