The NBA has recently appointed George Aivazoglou as its new General Manager for Europe and the Middle East (EME), a position that had been vacant since Ralph Rivera’s departure in 2023. Aivazoglou, who has been with the organization since 2020, has a strong profile within the NBA, and his appointment strengthens the league’s strategy to consolidate its presence and expansion in these key territories. His appointment comes at a crucial moment for basketball, which continues to seek new ways to increase its popularity and business in Europe and the Middle East.
George Aivazoglou will be responsible for overseeing all commercial and basketball development efforts in Europe and the Middle East. His experience and strategic approach are key to building on the significant progress the NBA has made in the region in recent years. George faces the challenge of continuing this growth and further expanding the league’s presence, exploring new expansion opportunities, including the possibility of the NBA reaching more European territories.
AIVAZOGLOU’S JOURNEY IN THE NBA
George Aivazoglou joined the NBA in June 2020 as Director of Fan Engagement and Direct to Consumer, developing key projects to attract new followers through digital platforms. Aivazoglou played a crucial role in the NBA’s expansion in the Middle East, standing out for his leadership in Abu Dhabi, where the league has worked closely with the Department of Culture and Tourism to bring live games to the Arabian Gulf and establish youth basketball development programs.
In addition to his work in the Middle East, George has been responsible for the digital strategies that have allowed the NBA to reach record subscriber and viewership numbers in Europe and the Middle East. Last season, the league accumulated over one billion video views on its digital platforms, a testament to the growing popularity of basketball in the region. These types of results will further strengthen his position at the helm of the NBA in these key markets.
FOCUSING ON EUROPE
Under Aivazoglou’s leadership, the NBA aims to continue strengthening its presence in Europe, a region with enormous potential for basketball. The league has seen a notable increase in subscribers and digital content views, achieving more than one billion views during the past season. The NBA already has a significant presence in cities like Madrid and London, and with George at the helm, there is potential for the league to further expand its footprint in more European countries, bringing basketball and the NBA product to new audiences.
Aivazoglou has repeatedly stated that the NBA is just scratching the surface in terms of growth potential in Europe: “Although basketball and the NBA have a rich tradition in the region, I believe we’re just starting to explore all that this area has to offer,” the executive remarked. This growth vision aligns with his strategy of continuing to collaborate with regional offices, such as those in London and Madrid, to take basketball to new heights.
CONTINUING DEVELOPMENT IN THE MIDDLE EAST
In addition to his work in Europe, Aivazoglou will continue to oversee basketball development in the Middle East, a region that has shown exponential growth over the past decade. Thanks to his efforts, the NBA has expanded its influence in key markets such as the United Arab Emirates, with live games and development programs that have helped cultivate a loyal and growing fan base. This expansion is expected to continue strengthening, especially with the possibility of the NBA considering a greater commitment to the region, solidifying its influence.
One of Aivazoglou’s main goals in the region is to accelerate basketball growth in developing markets, where the NBA sees great potential for expanding its presence. Collaboration with local institutions, such as the Department of Culture and Tourism in Abu Dhabi, remains essential to achieving this objective, and Aivazoglou is committed to continuing to take the NBA to new frontiers in the Middle East.
