The NBA’s David Brody explores how a new generation of European stars, record fan engagement and culture-shaping partnerships are turning Europe and the Middle East into one of the league’s most powerful growth markets.
There’s no question about it – basketball is having its moment in Europe.
Driven by a new generation of European stars and rising talent at all levels, basketball has become the region’s fastest-growing sport. With more than 270 million fans across Europe and the Middle East, and record engagement across social, digital, and broadcast platforms, momentum around the NBA in the region is at an all-time high.
Basketball is already the second most popular sport behind football across Europe and the Middle East, yet we are only scratching the surface in terms of its – and the NBA’s – growth potential in the region.
European stars on the global stage
This season, there were a record 135 international players on opening-night NBA rosters, representing a record-tying 43 countries across six continents.
Among them, there were a record 71 European players, including five of the last seven MVPs – underscoring the depth and quality of European talent in today’s game. And these stars are coming from every corner of the continent with 25 different European countries represented in the NBA this season – including a record 19 players from France.
These athletes are no longer just European heroes; they’re now global superstars. Nikola Jokić, Giannis Antetokounmpo and Luka Dončić are already household names throughout the world, and Victor Wembanyama is perhaps the best example of European stars’ new global influence: Wembanyama is a worldwide phenomenon, who became the fastest player in NBA history to surpass one billion social media views globally.
Cultural influence
With Europe shaping the game on the court, it is also enjoying remarkable success off the court too. Last season was the NBA’s most-viewed ever across social and digital platforms in Europe and the Middle East, generating more than 1.2 billion views across 13 localised accounts in seven languages.
As European audiences soar, youth participation is climbing too. This season, the NBA aims to reach over 250,000 boys and girls throughout the region as part of its grassroots basketball development initiatives.
And the NBA’s cultural footprint – across fashion, music, gaming, and entertainment – continues to expand, driven by touchpoints like the tunnel walk, streetwear, NBA 2K, and player-led storytelling. Fuelled by technology, fans aren’t simply watching the game; they’re living it, sharing it, and shaping it like never before.
This continued evolution from observer to active participant is redefining how we think about engagement. By meeting fans where they are, both culturally and digitally, the NBA is determined to unlock opportunities for fans to go deeper into the game and players they love.
NBA games in Europe
To meet the unprecedented demand, the NBA is creating more touchpoints for fans in this region. The NBA has played games in Europe and the Middle East for over 40 years, with each one serving as a marquee moment for fans to connect with both the game and the culture around it.
However, we’ve heard the interest and we’re expanding our offering. When the Memphis Grizzlies and Orlando Magic play in Berlin and London on January 15 and 18, respectively, it will mark the first time the NBA will play two regular-season games in two European cities in the same season. We’ve also committed to bringing games to more cities across the continent than ever before as we’ll play in Manchester and Paris in 2027 and then in Berlin and Paris in 2028.
These games are far more than the four quarters of action on the court – they are week-long celebrations of basketball that draw fans from across Europe and beyond. In fact, fans from 53 countries and territories attended last season’s games in Paris, which was a record for any NBA event and reinforces the fact that these games have become a “European All-Star” of sorts.
A new era for partnerships
The momentum around the NBA in the region is opening new avenues and unique opportunities for brands to join us on this journey. Starting this season, fans in Europe and around the world are now able to watch live games on Amazon’s Prime Video, expanding the reach and accessibility of live games through the world’s largest paid subscription program. With a redefined global partnership strategy, the league is enabling brands to engage fans in innovative and culturally relevant ways.
This approach is driving interest both to and from Europe: global brands outside Europe are eager to activate in the region to meet soaring demand, while our partners headquartered in Europe are leveraging the NBA’s worldwide platform to scale their brand and business. Global partnerships with Tissot, Emirates, and Booking.com have all originated from Europe and the Middle East – showcasing the success of this approach.
With NBA content reaching fans in 214 countries and territories in 60 languages, and a social media community of 2.5 billion followers (75% from outside the US), the opportunity for brands to connect with fans at scale is unmatched.
Sport and culture’s intersection
Basketball’s unique position at the intersection of sport and culture makes it an unparalleled platform for brands looking to resonate across fashion, music, entertainment, tech, and beyond. An executive at Anheuser-Busch recently said it best: “The NBA is not just a sports league, it’s a culture.”
The league’s influence now extends beyond the court, shaping lifestyle, identity, creativity, and connection. The NBA’s rise in Europe underscores its position as a powerful brand with unmatched reach and influence.
The signals are clear: engagement around basketball is growing, and the NBA has a unique reach to draw fans from across demographics, generations and borders into our game and brand.
As Vice President and Global Partner Management Group Lead at the NBA, David Brody oversees key global marketing partnerships and plays a strategic role in driving the league’s international growth. He is currently serving in an expanded capacity, leading commercial partnerships, business development, retail expansion and league events across Europe and the Middle East.
