The Orlando Magic played two NBA regular-season games in Europe this week against the Memphis Grizzlies, on Thursday in Berlin and on Sunday in London, as part of the NBA Global Games. Beyond the sporting results, the double-header delivered a significant economic impact and high-value business activation for the Magic in two strategic markets for the franchise.
The Magic’s games in Berlin and London generated demand far exceeding available supply. According to figures released in Germany, more than 450,000 registrations were recorded for ticket purchases across both games, with fans travelling from over 60 countries, underlining the international and tourism-driven nature of the event. Willingness to pay was reflected in last-availability and resale prices that exceeded €400 per ticket in Berlin.
This travelling fan profile drove spending on accommodation, food and transport over several days, as NBA-related programming was spread across the entire week. In Germany, the presence of the Wagner brothers further boosted the appeal of the Berlin game, turning it into one of the main focal points for consumption and media attention during the city’s sports calendar that week.
Commercial activations beyond the arena
Beyond the game itself, the Magic rolled out Orlando Magic Kiez in Berlin, an activation space located in the city centre that served as a hub for fans, brands and the local basketball community. The venue hosted daily programming, brand experiences and official merchandise sales, extending the tour’s monetisation potential well beyond game day.
In London, the strategy was replicated through the NBA House format, featuring fan-facing activities, event-linked consumption and promotional actions alongside the game. This model allows the Magic to generate revenue and visibility outside the arena, increasing the overall economic return of their European presence.
New international partnerships and direct commercial return
Coinciding with the games, the Orlando Magic announced new international partnerships with AIDA Cruises, Domino’s, Kellogg’s and ThreatLocker, adding to existing agreements with Deutsche Telekom and Visit Orlando. These partnerships were activated locally through promotions, live experiences, corporate events and B2B initiatives, strengthening the franchise’s commercial positioning across Europe.
In the UK, analysis cited by the British business press estimates that the NBA Global Games scheduled for London and Manchester will generate an economic impact of around £100 million, providing context for the scale of the event in which the Magic participated and its ability to attract investment, consumption and related economic activity.
The Magic and basketball’s rapid growth in Germany
The economic impact is underpinned by the sustained growth of basketball in Germany. According to Global Web Index, basketball is the fastest-growing team sport in the country and the second most popular, behind football. Within this landscape, the Magic have become the most-watched NBA team on League Pass in Germany this season, with viewership up 104% year-on-year.
That growth is mirrored on social platforms, where the Magic’s Instagram following from Germany has increased by 37% year-on-year. These indicators reinforce the franchise’s commercial appeal in Europe. With the team valued between $3.5bn and $4.2bn, according to leading NBA financial estimates, the European tour further positions the Orlando Magic as one of the franchises best placed to turn international games into a mid-term economic and business asset.
