EuroLeague's Clear Response to NBA Plans! Chus Bueno: It Must Work for Both Sides
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The NBA has received numerous offers ranging from $500 million to over $1 billion in each of the 12 targeted cities. These include bids from more than 20 existing basketball and football clubs, many of which are current EuroLeague participants.
The EuroLeague is keen to share its European expertise with the NBA in exchange for assistance from the American league, but is prepared to proceed independently if a mutually beneficial agreement isn't reached.
"If we don't reach an agreement in Europe, we will compete in Europe... that's a conversation we've had internally, and if we have to, we are ready," stated Bueno, who assumed the CEO role in February 2026, referencing the EuroLeague's signed sponsorship and TV contracts.
"It has to be a partnership that works for both sides, not just one," he told Reuters.
"We know the NBA can help operationally, so we should follow the NBA, and they should respect the local intellectual property (brand value) of the clubs, because these clubs have been around for 100 years and can also offer a lot to the NBA..." Bueno added.
NBA Commissioner Adam Silver stated in July that he hopes to "create some sort of consolidation of European basketball. I remain optimistic that we will be able to achieve that."
Benefits of a Partnership
A partnership between the EuroLeague and the NBA would remove some significant hurdles if an agreement is reached.
"If you have two leagues... that will lead to fragmentation of value, both institutionally and commercially, through media rights and game attendance," Bueno explained.
Despite the challenges, both organizations are moving forward with their plans, both with and without mutual cooperation.
"Both sides have said that if we don't reach an agreement, we must proceed with our own plans. So, as you know, they are continuing their process, and I am continuing with my plan."
"NBA Europe" is expected to feature 16 teams, comprising 12 permanent franchises and four clubs that will qualify annually.
The plan, according to Deputy Commissioner and COO Mark Tatum, includes the FIBA Champions League and potential participation of the European league winner in the NBA Cup, an annual NBA tournament played during the regular season.
Attracting Stars
Bob Dorfman, a sports marketing analyst, believes that "NBA Europe" would attract many top European players.
"I wouldn't bet against 'NBA Europe' in a battle with the EuroLeague, given the immense financial resources, brand recognition, and star power the NBA possesses," he said.
"With so many international stars playing in the NBA in the US, it's expected that the best European players would opt for 'NBA Europe,' where salaries would be higher and a more open style of play would be more conducive to individual success."
Meanwhile, the EuroLeague aims to expand from 20 to 24 teams by the 2027/28 season, at which point 21 teams will become permanent franchises. The current 13 shareholder licenses will be converted into royalty-free franchises.
The organization will award up to eight new long-term franchises in cities where the EuroLeague plans to expand.
"We're talking about Paris, London, Milan, Naples, major cities where we want to explore how we can have franchises there," Bueno said, adding that they currently have "12 binding offers" totaling just over 800 million euros in fees.
The EuroLeague, founded in 2000, will kick off its regular season with a match between eleven-time champions Real Madrid and Dubai from the United Arab Emirates on September 24.
Olympiacos are the defending champions, having defeated Real in last year's final to claim their fourth trophy.
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