The National Basketball Association (NBA) is preparing a major charm offensive aimed at securing commercial partners for its ambitious new European league, with a high-stakes summit scheduled for London next month.
Exclusive London Event for Potential Partners
Senior executives from the US sports giant will host an invite-only event at one of London's most prestigious hotels on 19 January 2026. The gathering is strategically timed for the day after the Memphis Grizzlies and Orlando Magic face off at the O2 Arena in the capital, a regular-season fixture that underscores the NBA's growing commitment to the UK market.
The invitation, obtained by City AM, promises an audience with "a select group of global leaders and brands across sports, entertainment, technology and culture." The league intends to pitch these entities on becoming foundational sponsors for the proposed NBA Europe competition.
"During this special event, we'll unveil our vision for European basketball and explore opportunities to innovate, collaborate and elevate the game together," states the invitation from NBA deputy commissioner Mark Tatum.
Vision for a 16-Team European League
This London summit follows Monday's announcement that the NBA and basketball's global governing body, Fiba, will accelerate talks with potential investors in the European venture in early 2026. The current blueprint is for a 16-team semi-open league starting in late 2027.
The proposed structure includes:
- 12 permanent member clubs.
- 4 qualifying spots reserved for teams earning entry through Fiba competitions.
The NBA believes it can unlock significant, untapped commercial value in European basketball by merging new franchises in major markets like London, Manchester, and Paris with established powerhouse clubs from nations such as Spain, Turkey, and Greece.
A High-Profile Pitch to Brands
The exclusive London agenda promises attendees will "hear from NBA leadership on strategic plans designed to accelerate growth and supercharge the game across Europe." The event will also feature "sporting and cultural icons" to demonstrate how NBA fandom influences culture beyond the court.
Brands will be shown "how your partnership can help accelerate innovation, elevate fan experiences and shape the future." The schedule allocates two hours for formal presentations, followed by a networking lunch designed for guests to connect with industry executives and sports pioneers.
While specific participants and discussion topics are still being finalised, it is anticipated that NBA commissioner Adam Silver will be in London for the O2 game, marking the first NBA regular-season contest there since 2017.
The push for investors comes after months of market testing by advisers JPMorgan and the Raine Group. Early discussions have involved Spanish giants FC Barcelona and Real Madrid, as well as Qatar Sports Investments, which owns Paris Saint-Germain FC and is reportedly interested in acquiring a sister franchise in NBA Europe.
However, the reported price tag of between $500 million and $1 billion per franchise has reportedly caused some hesitation among potential suitors. Some, particularly those linked to elite football clubs, believe they bring substantial inherent value to the project, suggesting the financial expectations may be subject to negotiation.
