Much has been written about the plans for NBA Europe in recent weeks. The concept of an NBA-branded basketball league in Europe is certainly exciting, although it does have some criticisms, not least in what it would do to the existing structures of the EuroLeague and basketball in general across the continent.
Interestingly, according to reports, the NBA views the United Kingdom as the “single biggest opportunity” for its European expansion. It is an intriguing position (the comments came from the NBA’s managing director for Europe, George Aivazoglou), not least because of the country’s relatively weak position in pan-European competition.
Nonetheless, there are a lot of good reasons why the UK could – and should – be a focus in the NBA’s European plans. Yet, there are some drawbacks, too. Below, we discuss some of the pros and cons of focusing on the UK:
Pros
The popularity of basketball in the UK
Aivazoglou added another incredible statistic in his interview, explaining that basketball is the second-most popular sport by participation for kids under 12 in the UK (after soccer, naturally). There is plenty of evidence for the widespread popularity of the sport, ranging from broadcasting figures via TNT Sports and NBA League Pass to engagement with basketball betting and fantasy basketball competitions.
High potential for growth
The UK’s sports market is buzzing overall, and the NBA will see the massive deals in place for competitions like the Premier League and naturally want a slice of the action. The UK sports economy is worth around $55 billion annually. It’s a sports-mad country, with much of the required architecture already in place.
The appetite for US sports
The NBA has arguably looked on enviously at the success of the NFL in the UK, especially the three annual games now held in London. The success has been so stark that there have been real arguments to move a franchise there. The NFL has shown how a US-centric sport can work in the UK.
The media & broadcasting framework
The UK’s sports network is one of the most mature in the world, with the likes of SKY, BBC, and TNT Sports providing excellent coverage of a wide range of sports. Yet, the important aspect is that this would provide the NBA with English-language broadcasting, making it more marketable and consumable for audiences in the US, as well as Canada and Australia.
Cons
The lack of infrastructure
Aivazoglou said in his interview that they would be looking to build arenas all over Europe, including the UK. This is easier said than done. Indeed, the UK’s basketball infrastructure and facilities lag many of the best basketball nations in Europe. The need for investment would be substantial, and it would clearly be a long-term project to address.
The oversaturation of the UK sports market
While the Premier League is a financial powerhouse, the majority of other popular sports in the UK slog it out for the attention of fans. Cricket and rugby clubs, for instance, have waded into financial difficulties as they try to fight for a slice of the revenue.
Warning signs with BBL
It’s true that the UK has hosted NBA games in the past, selling out arenas, yet the focus of the NBA’s Global Games in Europe moved to France in the 2020s. It’s been six years since an NBA regular season game was held in London, and that is no accident. More worrying still is the struggle for visibility of the British Basketball League. In short, while there are some positive signs of grassroots participation, the popularity of professional basketball in the UK might be exaggerated.
Conclusion: A Risk Worth Taking
While there are some drawbacks, it feels inevitable that the NBA will target the UK for its NBA Europe project. Many of the drawbacks can be remedied with investment and a little bit of patience. It will require long-term planning, but there is little reason why the UK shouldn’t be an integral part of NBA Europe, should the expansion occur.
