EuroLeague CEO on NBA’s European Ambitions: ‘Unity Is the Only Path Forward’

As the NBA seriously contemplates launching its own league in Europe, key figures on both sides of the Atlantic have discussed the potential future of the sport. Euroleague Basketball CEO Paulius Motiejunas recently shared his perspective on this development.

Speaking at the SportsPro Conference in London this week, Motiejunas expressed a willingness to explore future collaborations. “The only way forward, I think, is if it’s together – if we sit down and figure out how to grow the basketball market. In the end, it has to be focused on the fan,” he stated.

Motiejunas emphasized the potential for a mutual learning experience between the two basketball cultures. He highlighted the ingrained fan culture in Europe, similar to football, where fandom is often passed down through generations. “In our culture, just like in football, you’re born into it. Your father puts on the jersey for you, and that’s it. You’re a fan. You don’t have to go and try to get that fan from the street, and I think that’s something they’re missing. It’s going to be difficult to do.”

Despite the potential NBA expansion, Motiejunas asserted that the EuroLeague is already strategically well-positioned and will carefully select partners to further the sport’s growth. “With a strong partner in IMG and the core markets we already have, the only way forward is together,” he affirmed.

IMG President Adam Kelly, who shared the panel with Motiejunas, believes the existing European competition has a robust foundation to build upon. “When we came in, we effectively created the first European super league in the structure,” Kelly explained at the conference.

Kelly elaborated on the structural improvements made to the EuroLeague: “We reduced the teams to 16, created this full round robin, home and away, making sure the biggest teams, the biggest brands, the key rivalries were playing each other home and away, guaranteed each season – that was a big part of this premium flight.”

Kelly also expressed confidence in finding a collaborative solution with the NBA. “When I listen to George (Aivazoglou) and the NBA, he said on stage yesterday that they have the solution for European basketball and it is two competitions, 16 teams, mainly permanent members and a few slots that can be adjusted up and down; that sounds perfect, it sounds very familiar, and I think that is exactly what should happen.” This suggests a potential future where the NBA and EuroLeague could coexist and even integrate aspects of their competition structures.