By Aris Barkas/ barkas@eurohoops.net
Paulius Motiejunas is almost for two years the EuroLeague CEO, practically the heir to Jordi Bertomeu, and while in this era, EuroLeague’s numbers are bigger than ever, the NBA’s plans about Europe make his watch more than challenging.
The league’s major event will be held this season for the first time outside European borders, the NBA is expected to present its league on the same market, and issues like the EuroLeague expansion and new licenses are on the table.
Simply put, Motiejunas has his hands full, but he talked to Eurohoops about all open markets and mainly about the elephant in the room, which is the NBA presence, repeated that having a new league in Europe is “a terrible idea” and adding, however, that the EuroLeague remains open to a possible collaboration.
With the playoffs underway and the Final Four coming, how do you feel about the growth of the league and moving the biggest event of the year outside European borders?
The season has been incredible so far, and we couldn’t have planned it any better. We always talk about the most competitive season ever, but this season has been truly amazing. Anything can happen in every game, and nothing is for granted.
Outside the court, we have once again experienced remarkable growth and achieved record numbers. New attendance record with over 10,500 spectators per game. Packed arenas everywhere with unrivaled atmospheres. High double-digit or even triple-digit growth across all digital platforms… The EuroLeague is entering a new dimension, and we must continue to work hard to fuel it.
About the Final Four, we expect a great event. It will not be the first outside European borders, but it will be the first in the Middle East. I think it is great to bring this event to other territories occasionally, and the response from the fans has been overwhelming, selling out the tickets in less than 7 hours. It is great seeing the appreciation for the European style of basketball internationally. We are working hard to deliver an unforgettable experience to all attendees and those watching from home.
But first, let’s continue enjoying the Playoffs!
Off the court, the EuroLeague is negotiating the sale of a minority ownership stake, which will confirm the 1B euros evaluation of the league. Can you elaborate on this process?
We are exploring our options, but I can not reveal any details. Having an investor is one potential avenue, but it is not the only one. This just confirms the bright future ahead and the commercial appeal the EuroLeague is generating over the last few years.
Do you think there’s still room for the EuroLeague to work with the NBA and FIBA, or should we prepare ourselves for a reality where another league will be created from scratch?
We are ready and open for any scenario. Our focus is on strengthening the EuroLeague and finding the right partners to join us on this journey. If someone wants to contribute to these efforts, they will be welcomed.
What do you think about NBA deputy commissioner Marc Tatum’s recent statement in which he said that they are not trying to replace the EuroLeague?
That doesn’t seem to align with the announcements that were previously made. In any case, as I mentioned, I don’t see how the new league would benefit European basketball. There’s been a lot of discussion about new markets, investments, and new football clubs entering the scene. What we don’t hear is how this new league plans to support and preserve existing fan bases, their culture and traditions, the distinctive style of European basketball, and the development of local talent.
You knew about the intentions of the NBA coming to Europe for almost one year. The general consensus is that everything is on the table and nothing is decided. Do you have any idea about what they intend to present if they make their league?
We do not have any details beyond what they have announced and what the media has reported.
In any case, I believe that another league in Europe is a terrible idea and simply wouldn’t work. I say that from the perspective of a fan. A new league would confuse fans, fragment commercial opportunities, and disperse player talent. That’s bad, also for the NBA and FIBA.
What about the EuroLeague? The expansion is not yet approved. Can we expect the expansion to 20 teams to be a fact from next season?
This should be decided soon. There are lots of factors that will influence that decision.
Ultimately, I believe that expansion is inevitable, but the question is when. There’s a big and growing interest from teams with strong projects to join the league, and we believe that an expansion could help make additional room for these. We need to analyze how that impacts the calendar, ensure we protect the competitiveness and quality, and also ensure that any additional changes will deliver additional value long-term.
All of that is being analyzed, and ultimately, the shareholders will make the decision.
How do you respond to the criticism about the Final Four moving to Abu Dhabi and the potential addition of a team from Dubai?
I understand that opening our events and our competition to a new territory is a novelty, and there’s always some sort of adverse reaction to new things. We cannot ignore the opportunities that opening a new market can bring to the league. There is no commitment to Dubai so far, though.
Anyway, it would not be the first time that teams from the Middle East play in European competitions. Teams from Lebanon, Syria, and Egypt played in FIBA competitions years ago.
Are those moves done in conjunction with potential competition with the NBA in Europe, or are they the natural evolution of the league?
This isn’t related to the NBA at all. We are simply more vocal about our plans. That said, these kinds of initiatives don’t come together overnight. The discussions and planning behind this have been ongoing for several years.
Will the expansion include in the future markets from Western Europe, which are also targeted by the NBA, mainly the UK?
We have always aspired to grow the EuroLeague and the game of basketball in Western markets, and we have taken necessary steps over the years. For example, Germany and France are the fastest-growing countries in terms of interest and engagement in the EuroLeague, growing over 100% over the last four years. This did not happen by chance, but as part of a strategy the EuroLeague has followed for some time now, and we are only scratching the surface. The UK has been more challenging, but I am confident that soon it will follow the same path.
We don’t believe in creating artificial projects overnight. While that approach may work in other regions, it does not reflect the reality of European basketball. Here, authenticity is essential, and building something significant takes time and effort. Clubs like Bayern, Monaco, and Paris are great recent examples of this gradual, organic growth.
At the same time, we must not lose sight of our core markets. There is still important work to be done there, and when we speak of expansion, we are also considering teams from those countries.
There have been many reports about the unity of the clubs/shareholders, and also reports about the opposite. How do you respond to that?
I tend to focus on facts rather than speculation. The fact is that these clubs are shareholders of the EuroLeague, and none of them has expressed any intention to leave—neither to me, nor to the board, nor publicly. On the contrary, all indications, like the renewal of our collaboration with IMG, our commercial partner until 2036, or the approval of the new Financial Fair Play Regulations, point toward a shared commitment to growing the EuroLeague.
In any case, what unites the teams is a strong project and growth perspective. I believe we have that, and that is our only priority.
All reports agree on the fact that Real Madrid is the main target of the NBA’s European project. How is EuroLeague handling the situation with one of the pillars of the competition?
Again, I don’t respond to rumors. Madrid is very important to us, same all the other shareholders and teams in the competition.
You have been representing one club/shareholder, and now you are the league CEO. You have been in both positions, so what’s your answer to the constant complaints about the revenues the clubs get?
Yes, it is two very different perspectives, but I would worry if the shareholders would say that we are perfect as we are. We all can do better and work hard for that. Having the clubs pushing for that gives us additional motivation to deliver on the expectations. It is, of course, easier said than done, but we are ready for the challenge.
I joined almost two years ago, and this is already a very different EuroLeague today compared to the one back then.
We have grown the TV audience of our games by 42%, multiplied digital engagement by 2.5, views by 4, and are growing our fanbase. We have renewed broadcast contracts in major markets with double digit growth while we see other sports properties are struggling to grow value, we have welcomed VISA and Motorola to our family of commercial partners, we have more than doubled our OTT business and subscriber base, we have secured an important Final Four deal in Abu Dhabi… I could go on and on, but what really encourages me is the perspective of further growth we have in front of us. The EuroLeague is thriving, and this is only the beginning.
There have also been public complaints about the fact that the fee for the three-year licenses is bigger than it was for the wild-cards, and it’s not accompanied by any rights, other than playing in the league. This is something that’s open for negotiation?
These are private conversations, and some of the information reported is inaccurate or misleading. We also have to recognize the impact that playing in the EuroLeague has on the teams in terms of following, ticketing, merchandise, and sponsorship. We aim to offer a larger pool of teams greater stability, enabling them to plan more effectively and perform better commercially. I see this as an opportunity to see what the impact on both the clubs and the league may be, and then explore further steps.
We are, of course, also interested in listening to what these teams believe could be done in a better way. It is a two-way conversation as opposed to a one-way one.
On a more personal note, do you feel that all those complaints, including those for officiating, for example, miss the big picture, which is a league with more than 100M in revenues, something that was unheard of even 10 years ago, and an evaluation of 1B?
I prefer to focus on the future rather than looking back. That said, when you consider where we came from and where we have gotten, it is an impressive trajectory, especially since 2016 or 2017. Now is the time for a new jump and for aspiring to new heights. We have enough reasons to dream big.
Anyway, it is just normal that fans talk about the referees. There is a lot of passion and energy around all these games, and that is part of why this league is so interesting. I would never expect them to comment on how good the business side of things is going. Our mission is to grow the league as a business, but never forget that we work to deliver a top-quality basketball product to the fans.
Do you think that European clubs can end up having an all-business approach, like it’s happening in the US pro sports, or ultimately, will it always be about who wins it, with making money or having a luxury tax due to the new FFP being an afterthought?
It is not a matter of choosing one or the other. The ambition for a better commercial performance and the ambition to win the next game are not mutually exclusive. The teams have significantly grown their commercial revenues.
Similar to the league, when you look back, you realize that this is rapidly changing. There is a more business-oriented mindset, and the league’s job is to set the proper framework to encourage that further. The CBS rules are just one example. But we will never lose this competitive spirit, and those rules also help protect that on-the-court competitiveness. We can’t lose that spirit; that would be losing our identity.