Following the recent Memphis Grizzlies and Orlando Magic games in Berlin and London, Tom Wild, Head of Strategy at Fuse, writes for Insider Sport on why these NBA games can become the blueprint for the league’s potential launch in 2027.
In January, the Memphis Grizzlies beat the Orlando Magic at the O2 Arena in London in what was a night full of glitz and glamour.
But this game was far more than an exhibition; it was a dress rehearsal for players, fans and brands for a new era of top-level basketball in Europe.
US leagues bring with them music, streetwear, food and influencer content. A blend of culture and sport that not only keeps the novice European audience entertained, but also creates a blend of culture and sport that leads to authentic long-term fandom.
US leagues, and the NBA in particular, are not visiting Europe on holiday, but house-hunting for a second home. As made clear with the recently discussed plans for NBA Europe, a 16-team competition, built around 10–12 permanent franchises with four spots awarded via sporting qualification, is targeted for as early as 2027.
From an investor and brand perspective, it’s a no-brainer. The current market is a sweet spot of being both large and under-monitised. Basketball has an estimated 270 million fans across Europe, yet it only captures a sliver of the continent’s sports economy. This is exactly why the NBA, clubs and rights holders are looking to push forward with plans in this hungry yet relatively untapped space.
Cultural programming
With this context, the Grizzlies’ victory in London becomes about far more than sporting excellence and ticket sales. It, like with the success of the NFL and MLB games in London, proves a basic proposition: young, culturally engaged European audiences will get on board with American products, provided they are presented with local authenticity and nuance.
What all the American leagues have done so well on their European visits is deftly turning matches into cultural programming. Half-time and tunnel moments now trend on social platforms where younger fans live, growing appreciation and awareness of the sport beyond the 48 minutes of gametime.
The success of this experiential-led approach provides a blueprint for the NBA’s investors and associated brands to achieve their plans for European expansion. Having said that, launching a new league is a step beyond hosting the odd game; Europe already has a strong sporting culture.
Tapping into Euro sporting culture
Basketball fans in Europe already have an established, albeit overcrowded, ecosystem full of domestic leagues, European competitions and national cups – backed by partisan local support.
Backers of NBA Europe have discussed working with these existing structures, but questions still remain about access, scheduling and whether top clubs will defect to a new model.
The talk of football clubs fielding teams in the league, with the NBA in talks with the likes of Real Madrid and Manchester City, may also require some selling. The multi-sport model is not a foreign concept to much of the continent, but in the UK, it may be greeted with some scepticism.
Fans may see this as being baited into following the league purely due to a team having the same badge and colours as their football club, representing another move away from the sport’s roots, and foreign investors slapping the badge on something to help it sell.
It also jeopardises the opportunity for existing UK basketball clubs. What good is an influx of money and attention to Manchester Basketball if they will just be suffocated by Manchester City’s shiny new team?
Luckily for the NBA, they don’t need to reinvent the wheel to ease these concerns.
Crafting a NBA Europe identity
Introducing merit-based access and collaboration with existing bodies will frame the new league as something that enhances the existing pyramid and traditions, rather than a coup from corporate powers to exploit what is already there. Once this is established, it’s just a matter of doubling down on the experiential approach that has got them this far.
This involves rights holders and brands avoiding cookie-cutter activities and instead investing in local creators, grassroots programmes, and season-long storytelling. Creating a distinct European feel to the league, rather than a copy and paste of the US version.
The level of investment in NBA Europe is reported to be in the hundreds of millions, enough to build state-of-the-art arenas and next-level fan experiences. Local, authentic, culturally relevant activations will be the best way for investors and brands to not only see measurable return and engagement, but also build long-standing trust from the fans.
Last month’s game in London showed for brands and investors that it’s a huge opportunity for major US sports leagues in Europe. It’s just a matter of realising that what works is leading with experience, authenticity and culture to build the sport in its local environment – rather than just slapping a logo on a court.
Tom Wild is Head of Strategy at Fuse, a global sports and entertainment agency. Previously, Wild served as Global Strategy Business Director at Mindshare from August 2023 to April 2025 and as Strategy Director at Publicis Sport & Entertainment from October 2021 to August 2023. Additional roles include Planning Director at Zenith UK, Senior Planner at MediaCom, and multiple positions focusing on media planning and buying at Office Diner and DigiResults Ltd.
