NBA Paris Games 2025 [Credit: NBAE/Getty Images]
By Rick Allen, CEO of ViewLift
Since its humble beginnings in a Massachusetts gymnasium in the 1890s, basketball has blossomed into a truly global phenomenon, making many of its players household names. Its success is a testament to its universal appeal, but its development has not been in isolation. In fact, two dominant, yet fundamentally different, ecosystems have evolved in parallel: the North American National Basketball Association (NBA) and the rich tapestry of European basketball, dominated by the EuroLeague.
It is not an exaggeration to say that the NBA is a commercial juggernaut — an entertainment-driven global brand powerhouse that has leveraged star power and media smarts to capture a worldwide audience.
European basketball, by contrast, although supported by a passionate and local fanbase, is less well-known outside its own continent (aside from ex-pat fans) and is deeply rooted in club-centric traditions, with a strong emphasis on community ties and a foundational approach to talent development.
Although these models appear distinct, a closer look reveals that they are in fact two sides of the same coin, each possessing unique strengths that can be mutually adopted. By cross-pollinating the NBA’s commercial prowess with Europe’s foundational strengths, I believe that basketball can move towards a future of greater sustainability, broader participation, enhanced personalised fan engagement, and an even greater global impact. The key here isn’t to mimic one another, but to learn from each other.
The NBA’s commercial prowess: A blueprint for European growth
The NBA’s success in the global basketball space is no accident; it’s a masterclass in modern sports business. The league has strategically expanded its international presence through lucrative media rights deals, marketing campaigns, international games and overseas development programmes. And with an NBA League based in Europe potentially only being two years away, according to its commissioner Adam Silver, the league’s quest for further global domination looks set to continue.
Although the league might find the European market hard to crack, its strategies for brand building, media distribution, fan engagement, and revenue generation can offer a blueprint for European leagues and clubs looking to grow their footprint beyond that continent.
The NBA certainly knows a thing or two about branding. The league has transcended the sport to become a lifestyle brand in its own right. It’s not just about the hoops; it’s about player personalities, fashion, music and social issues. Through meticulous player marketing, iconic branding, and a global merchandise empire, the NBA has created a universal product.
There is much that Europe could leverage from this commercialised model. And the European leagues still have a chance before the NBA arrives to adopt or adapt the US model and develop a consistent, high-level pan-European brand, elevating key stars, and leveraging direct-to-consumer (DTC) digital channels to tell their stories directly to fans, wherever they are.
Sophisticated media rights negotiation
The value of NBA media rights, both domestically and internationally, is an uncontested example of its commercial strength. Its new 11-year $76 billion deal with ESPN/ABC, NBCU and Amazon Prime Video,starting with the upcoming 2025/26 season, dwarfs its previous $24 billion nine-year deal with ESPN and Turner Sports. The NBA has long been a pioneer in distributing its content across a multitude of platforms — from linear television to streaming services and bite-sized digital clips through its OTT platform, NBA League Pass. European leagues can learn much from exploring this world of OTT platforms and monetising highlights and behind-the-scenes content more aggressively, thereby unlocking significant new value and reach.
The NBA understands that the game-day experience extends far beyond the final buzzer. The NBA’s style of basketball is an immersive, high-energy event with music, entertainment, concessions, and interactive elements. Digitally, the league excels with interactive apps, fantasy leagues and personalised content delivery — offering tailored highlights and stats to individual fans. European leagues looking to compete with the NBA when it arrives there should invest now in enhancing the in-arena experience, but also, and perhaps more importantly, in fan data analytics and creating interactive digital platforms that can bridge national divides and forge a truly unified fan community.
Unlocking new revenue streams
Beyond traditional tickets and media, the NBA has successfully cultivated new revenue streams through merchandise licensing, esports and global partnerships. These are not mere side projects; they are core components of the league’s business model. European leagues and clubs could follow suit by exploring new sponsorship categories, developing international digital products that appeal to a global audience, and expanding global merchandise distribution to capitalise on their rich heritage and growing talent base.
There is much that the European basketball industry can learn from how the NBA has grown its empire. But us Americans must not become complacent, because in return, the European model has much to offer us.