The NBA Europe league, planned to be launched by the NBA and FIBA in October 2027, is seen as a major economic opportunity for host cities. According to a report by The Sports Consultancy, the activities of the team to be established in Istanbul and the impact of the event will generate a total of $2.2 billion in economic activity between 2027 and 2036.
This figure includes direct revenue from tickets, licensed products, and broadcasting rights, as well as tourism activity, full-time employment, and indirect and induced effects along the supply chain. During the same period, the event's total contribution to Turkey's gross domestic product (GDP) is expected to reach $819 million.
It is estimated that the 213 different events to be held in Istanbul over 10 years will attract 3.6 million spectators, and that the NBA Europe project will support 176 full-time jobs annually in Turkey.
European players make their mark on the NBA
According to NBA analysis, basketball, which has 270 million fans in Europe, is the continent’s fastest-growing sport. In basketball, which ranks second after football in terms of spectator interest, the number and impact of European players in the NBA has been increasing in recent years. At the start of last season, there were 71 Europeans on NBA rosters, while in the last 8 years, European players have won the MVP award 5 times.
Despite this, basketball’s share of Europe’s $45 billion sports media and sponsorship market remains below 1%. The NBA’s 80 years of league operations experience, its marketing power reaching 2 billion fans, and the economic model it offers are expected to boost commercial performance in European basketball.
NBA executive praises Istanbul
NBA Europe and Middle East Executive Director George Aivazoglou, in an assessment in June, described Istanbul as “a world-class city.” Aivazoglou said, “It is a place incredibly passionate about sports, with a very strong cultural influence, home to one of the largest and most dedicated fanbases in Europe. If European basketball is to undergo a transformation, we believe Turkey must be one of the countries shaping that future.”
The league format
NBA Europe will have a semi-open league format. While 16 teams are planned to compete in its first season, 12 of them will hold permanent licenses. The remaining 4 spots will be determined based on performances in FIBA competitions and the Basketball Champions League. Alongside Istanbul, Rome, Milan, London, Manchester, Paris, Lyon, Madrid, Barcelona, Berlin, Munich, and Athens are also among the cities hosting the league.
