By Johnny Askounis/ info@eurohoops.net
Representing the NBA, senior vice president and managing director for Europe and the Middle East Giorgos Aivazoglou recently outlined how a new European league would help continental growth.
Speaking at a panel in London, Aivazoglou explained that while European talent is at an all-time high, the sport’s commercial framework remains underdeveloped. He noted that although the broader European sports industry generates $50 billion annually, basketball captures less than half a percent of that revenue. The Greek executive attributes this shortfall to structural divisions, explaining that for the past quarter-century, ‘there’s been a fragmentation and fracturing of the ecosystem’. He pointed out that the EuroLeague operates as a closed system that fails to reward domestic performance or scale into a global product.
To unlock this value, the Thessaloniki native confirmed that the NBA is working with FIBA to build a unified platform designed to bring stakeholders together. “Our vision is to create a two-tier ecosystem pan-European at the top, NBA Europe, a semi-open league, and then as a second competition the BCL, which will be fully open,” he explained.
Aivazoglou remains optimistic that collaboration will prevail as discussions with EuroLeague clubs progress, stating that ‘over the next few weeks we will be able to drive something very, very meaningful for European basketball together’.
This strategy focuses on markets like Great Britain and strengthening domestic leagues. Ultimately, he believes this project will maintain its passionate fanbase while evolving into a brand that transcends borders. “We want to keep it traditional and authentic and keep the soul as it is, but bring in entertainment elements that allow different segments, different audiences to come in,” he concluded.
This new league, widely referred to as NBA Europe, is scheduled to launch at the start of the 2027–28 winter season. It will feature 16 teams, consisting of 12 permanent franchises and four open spots allocated to the Basketball Champions League finalists alongside the winners of season-ending qualification tournaments tied directly to domestic leagues.
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