Mike James Urges NBA to Partner With EuroLeague Over Plans for NBA Europe
Arguing a rival NBA-backed competition would struggle to win Europe’s team-focused fans, James says the EuroLeague needs reforms to marketing, merchandise, TV rights and club revenues.
Overview
- Mike James told The Athletic that he prefers the NBA work with the existing EuroLeague rather than launch a separate European league.
- The NBA and FIBA are reported to be targeting an October 2027 launch for an NBA-backed competition while talks with EuroLeague officials are ongoing and no deal is confirmed.
- James identified specific commercial weaknesses in European club basketball, calling for better marketing, more merchandise sales possibly through a single athletic-wear partner, improved TV-rights deals, and higher club revenues.
- He warned a brand-new NBA-backed league would have trouble attracting Europe’s passionate, team-centered fans and said a combined model would preserve local loyalties.
- James, the EuroLeague’s all-time leading scorer and currently a free agent after seasons with AS Monaco, said he might play in an NBA-backed European competition if he is still active at its launch.