NBA Commissioner Adam Silver recently experienced the widespread popularity of the NBA in Europe while strolling through a neighborhood in France during the Paris Olympics. The sight of people sporting NBA jerseys, both current and classic, highlighted the league’s global influence.
Discussions between the NBA and FIBA, basketball’s international governing body, are intensifying on how to expand the NBA’s presence in Europe. Silver mentioned potential initiatives such as an annual tournament or an NBA-operated league to capitalize on the commercial and competitive possibilities in European basketball.
With the NBA’s new media rights deals beginning in the 2025-26 season finalized, talks with FIBA have become more serious. Silver expressed the league’s interest in further investment in global basketball, citing successful initiatives in China and Africa and acknowledging the quality of basketball talent in Europe.
The NBA boasts around 60 European players, including standout stars like Giannis Antetokounmpo and Luka Doncic. Silver emphasized that any potential venture into Europe would not seek to replace existing structures but rather enhance the region’s basketball landscape.
Since the NBA’s first exhibition game in Europe in 1984, the league has regularly brought teams to the continent for preseason and regular-season matchups. The growing popularity of basketball in Europe was evident at the Paris Olympics, where Silver noted the game’s strong following.
With an estimated 270 million basketball fans in Europe and a burgeoning media market exceeding $20 billion, the NBA sees vast growth potential in the region. Silver highlighted the development of European talent in the NBA, pointing out the 14 players from France currently in the league.
Ultimately, the NBA’s decision on potential European initiatives aims to complement existing basketball structures without causing harm. Silver stressed the importance of any new venture adding value to European basketball and contributing positively to the sport’s growth in the region.
