In recent months, the NBA has made significant progress on its European project, named NBA Europe, and in the coming months, they could take the biggest possible step toward entering the European market – by purchasing EuroLeague.
According to La Gazzetta dello Sport, the NBA is seriously considering launching a takeover bid to acquire the EuroLeague outright, potentially integrating the competition’s already established structure into the American organization’s broader global plans.
A key date is already known: October 5. On that day, the EuroLeague Board of Directors will gather for a meeting on the shores of Lake Como to make some of the most important decisions in the history of European basketball.
In the recent past, there was also talk of a potential merger between the two organizations – EuroLeague and the NBA – to create a joint project. This would certainly signal the start of a new era in European basketball with a massive “boom,” while simultaneously marking the end of European basketball as we know it.
🚨 Historical Meeting on October 5th: What Lies Ahead for European Basketball? 🚨
— Basketball Sphere (@BSphere_) September 9, 2026
🔥 One of the most critical questions for the future is now on the table – a potential offer from the NBA to take control of the elite European competition, or an alternative where European clubs… pic.twitter.com/vA0NBS8Oas
Integration into the European market
This move would allow the NBA to shortcut its integration process into the European market, which is significantly more attractive to investors than the African market, where they launched the BAL project back in 2019.
However, this approach by the NBA brings along elements reminiscent of a TV drama takeover, based on the principle: if you can’t reach an agreement, just buy them out. That comes as no surprise, considering the U.S. economic market has been operating on that exact principle for a good 80 years.
On the other hand, it is common knowledge that European basketball is nowhere near as profitable as the NBA. It doesn’t attract the same volume of investors and, despite having a massive fan base, will likely never come close to football in popularity. Therefore, it is unrealistic to expect that fans will suddenly be persuaded to show up simply because the NBA name is attached.
Furthermore, the European project set to launch in the autumn of 2027 includes announced franchises in cities like London while completely ignoring local market dynamics. Put simply, you can only offer an average spectator the chance to see a megastar – even someone like LeBron James – once. The second time, if they weren’t a fan to begin with, they simply won’t be interested.
EuroLeague – NBA’s new toy?
When you add the fact that they would have to pay astronomical sums of money to lure those players away from the NBA to spend their final seasons in Europe – since you certainly won’t convince them during their prime – it looks like a very unprofitable move for the organization.
Still, backed by heavy investments from both the league itself and various funds and investors, they are betting that taking full control of the market will allow them over time – using proven principles – to turn the financial black hole that is European basketball into a profitable, self-sustaining machine.
Yet the question remains: what if the NBA grows tired of losing money in Europe should their plan fail? Will they simply pull the plug and leave European basketball stranded, forced to fend for itself just to survive?
Either way, things will become much clearer after the meeting on October 5. One thing is certain: if the EuroLeague decides to sell to the NBA, it will mark the end of European basketball as we know it. And from today’s perspective, that is a fairly terrifying thought…
