NBA Commissioner Adam Silver saw an impressive display of the league's global influence during his recent visit to the Paris Olympics. NBA jerseys of all styles were commonly seen around the city. This presence underscores the NBA's international influence and highlights France as a key target for the league's global expansion strategy.
Adam Silver reaffirmed the NBA's determination to make the most of this opportunity and is in advanced discussions with FIBA, the sport's international governing body. The focus is on exploring ways to increase the NBA's competitiveness in Europe. The talks also include the possibility of establishing an annual tournament or an NBA-run league on the continent.
Dialogue between the NBA and FIBA has been ongoing for many years, but talks have picked up steam recently, particularly following the signing of a new media rights deal for the NBA's 2025-26 season. Silver stressed that those discussions have now become “much more serious” and reflect the league's strategic vision to unlock commercial and competitive opportunities in Europe.
“We haven't made any definitive decisions yet,” Silver said. “I continue to believe there's a great opportunity here. This isn't something that's going to change the league structure in the short term, but I think there's an appetite among our team owners for additional investment in global basketball. We're doing big things in China. We're doing big things in Africa. Given the quality of basketball here in Europe, it seems like it would make sense to do something here as well.”
Silver's Olympic visit is being positioned as a listening tour to provide a strategic platform to engage with FIBA executives and other stakeholders to gain a deeper understanding of the situation. The timing of these efforts coincides with the growing presence of European players in the NBA, including stars such as Giannis Antetokounmpo, Nikola Jokic, Luka Doncic and Victor Wembanyama.
With approximately 60 European players in the NBA, nearly half of the league's international players, and two recent No. 1 draft picks hailing from France, the allure of European basketball talent is undeniable. This momentum highlights the potential for further consolidation and development within the European market.
The NBA has made history in Europe dating back to the first exhibition games in 1984, with regular season matches having been played since 1993. This January, San Antonio and Indiana will make history by hosting back-to-back regular season games in Paris, a first for the league in Europe.
Silver noted the significance of basketball's popularity at the Paris Olympics, where 27,000 spectators watched the Brazil vs. Japan match. The high demand for basketball events and the growth of Europe's media market, valued at more than $20 billion, present an opportunity for further expansion for the NBA.
“When we played our first preseason game in France, there were zero players from France in the NBA. Now there are 14, including the last two No. 1 picks,” Silver said. “So I think this is a great example of the development of the game we're seeing here.”
The NBA's future efforts in Europe are under consideration, but Silver stressed that any efforts will be designed to complement, not replace, existing European basketball infrastructure. The focus will be on sustainable growth and ensuring that the NBA's efforts add to and respect the region's basketball traditions.
“We don't want to damage the strong foundations of basketball that are already established,” Silver said. “On the other hand, when it comes to regional and pan-regional competition here in Europe, my sense is that many investors are losing a lot of money every year. Again, I'm still learning. It's not just about money, but most of those that continue to lose money without a trajectory to profitability will ultimately not survive. So I think it's important that whatever we do here is positive for the fabric of European basketball.”
The NBA is seeking to strengthen its ties with Europe through strategic collaboration and thoughtful investment, and France is at the forefront of this global expansion.
