European basketball is going through one of the most decisive moments in its recent history. As the EuroLeague seeks to establish itself as one of the continent’s most valuable sports competitions, the organization has launched an ambitious strategic plan aimed at transforming its structure, attracting new investment, and strengthening its position in an increasingly competitive market. This roadmap not only envisions significant financial growth but also a sporting expansion that could redefine the future of the clubs competing in the league.
The context makes this transformation even more significant. The National Basketball Association (NBA)‘s plans to expand into Europe, together with its ongoing discussions with FIBA, have accelerated the need for the EuroLeague to strengthen its business model. For the organization, the challenge is no longer simply about growing, but about proving that European basketball can build a solid and sustainable ecosystem for investors, fans, and new franchises.
Expansion as the driving force behind the new business model
According to EuroLeague CEO Chus Bueno, the league’s biggest challenge is executing the strategic plan unveiled earlier this year. Among its most important initiatives is the conversion of its 13 long-term licensed clubs into permanent franchises, replacing the current ten-year licensing system. The league believes this change will allow both the competition and its clubs to be viewed as permanent assets, increasing their market value while providing greater stability to attract private investment.
Sporting expansion is another key pillar of the project. The EuroLeague plans to increase the number of participating teams to 24 for the 2027–2028 season, a move that could generate up to €440 million in franchise entry fees. Since the expansion process officially began on July 1, the league has already received strong interest from clubs, cities, and investors eager to become part of the new model. The organization is even considering a second phase of expansion that could eventually grow the competition to 30 teams and 26 franchises.
Financial growth alongside the NBA’s arrival
The financial dimension of the project reflects the scale of the league’s ambitions. The initial objective is to raise the EuroLeague’s valuation to €2.5 billion within three seasons, although a report by JB Capital estimates that the combined value of the league and its clubs already stands at approximately €3.2 billion, with projections reaching €4.3 billion by the 2027–2028 season. League executives believe these estimates are conservative and are confident that revenue growth and profitability will allow those figures to be surpassed.
At the same time, the EuroLeague continues to strengthen its financial model through the implementation of the new Competitive Balance Standards (CBS), a framework designed to ensure greater financial sustainability among its clubs. The league also views the NBA’s planned expansion into Europe as an opportunity for collaboration rather than confrontation. EuroLeague officials remain in discussions with the American league and FIBA to explore possible forms of cooperation, convinced that collaboration creates more value than fragmentation, and that European basketball will benefit more if its leading organizations work together instead of competing for the same space.
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