The league courts investors with sky-high valuations as it lays the groundwork for a permanent European competition, anchoring games in London and Berlin and signaling basketball’s most ambitious expansion yet.

The National Basketball Association is making its most decisive push yet into Europe, quietly but deliberately pitching investors on a bold proposition: European-based franchises valued close to one billion dollars each. The plan, discussed in financial and sporting circles on both sides of the Atlantic, envisions a new league structure rooted in major European capitals, with London and Berlin emerging as cornerstone markets for regular-season play.

For decades, the NBA has treated Europe as fertile ground for talent and fandom rather than as a home for permanent franchises. European players have transformed the league on the court, while broadcast deals and sold-out exhibition games have confirmed the continent’s appetite for elite basketball. What is different now is the scale and permanence of the ambition. Instead of occasional showcases, the NBA is signaling readiness for a sustained, Europe-based competition that mirrors the commercial heft and cultural reach of its North American product.

At the heart of the pitch is valuation. Prospective owners are being told to think in terms familiar to NBA boardrooms rather than traditional European club economics. A near–billion-dollar price tag per team places the proposed franchises in line with recent expansion discussions in North America and reflects confidence in long-term media rights, sponsorship growth, and urban market strength. For the league, such pricing is as much about signaling credibility as it is about capital; it frames NBA Europe as a premium asset from day one.

London and Berlin occupy a central place in these conversations. London’s status as a global financial hub, combined with its diverse population and established NBA fan base, makes it a natural anchor. The city has repeatedly proven its ability to sell out high-profile games and attract corporate partners. Berlin, meanwhile, represents a strategic gateway to continental Europe, offering cultural influence, a strong sports infrastructure, and access to one of the world’s largest economies. Together, the two cities symbolize the league’s desire to blend global reach with local relevance.

The proposed structure would likely differ from traditional European basketball models. Rather than promotion and relegation, the NBA is expected to emphasize franchise stability, centralized commercial rights, and long-term investor confidence. This approach aligns with the league’s broader philosophy: controlled growth, shared revenues, and a unified global brand. For investors accustomed to European football’s volatility, the promise of cost controls and predictable economics could prove especially attractive.

This expansion push also reflects shifting dynamics in the global sports economy. Media consumption habits are fragmenting, but premium live sports remain one of the few properties capable of commanding mass audiences. Basketball, positioned between global accessibility and star-driven storytelling, is uniquely suited to this environment. By establishing a permanent European footprint, the NBA aims to deepen engagement in time zones that have historically watched games in the early hours, turning distant fans into local stakeholders.

There are, inevitably, questions. How will a European league coexist with existing domestic competitions and the EuroLeague? How will travel, scheduling, and player development be balanced across continents? League officials have emphasized collaboration rather than confrontation, suggesting that NBA Europe would complement, not cannibalize, the current ecosystem. Still, the mere scale of the proposal has sparked debate about competitive balance and cultural fit.

What is clear is that the NBA no longer sees Europe as an auxiliary market. The league’s leadership views the continent as the next frontier of growth, one capable of sustaining billion-dollar franchises and year-round relevance. By courting investors now, the NBA is laying financial and strategic foundations well before the first tip-off, ensuring that when the moment arrives, the league enters Europe not as a guest, but as a resident.

As conversations intensify in boardrooms and capitals, the message from the NBA is unmistakable: basketball’s global era is entering a new phase. Europe is no longer just a source of talent or a stop on a promotional tour. It is being positioned as the next pillar of the NBA’s worldwide empire.