New EuroLeague: the franchise deal is worth over 3 billion over five years

A group that perfectly encapsulates the competition’s strategy: to consolidate European basketball’s traditional markets whilst, at the same time, opening the door to new commercial markets, from the United Kingdom to the Middle East.

When it comes to the figures, it is important to distinguish between official data and rumours. The only figure confirmed by Euroleague Basketball relates to the total value of the bids received: the eleven candidates are submitting binding proposals representing almost €700 million in franchise fees. According to Euroleague Basketball itself, these projects could generate investments in excess of €3.2 billion over the next five years.

These figures give an indication of what is at stake. However, there is no officially published price for the purchase of a permanent licence, at least for the time being. Estimates circulating amongst advisers, clubs and industry professionals suggest figures ranging from 50 to 80 million euros, depending on the club’s profile and the terms of the deal, but the Euroleague has never confirmed these amounts.

In the case of Virtus Bologna, chairman Massimo Zanetti has publicly referred to a commitment in the region of 50 million, to be spread over ten years. This figure, however, remains an estimate based on discussions with the club and is not an official figure from the organisation.

Interest in Naples and Rome should be viewed primarily from an economic and strategic perspective. The EuroLeague is seeking to expand its presence in major European metropolitan areas, where there is scope for growth in terms of commercial revenue, sponsorship and media rights.

Naples is one of the most populous urban areas in Mediterranean Europe, whilst Rome offers unique potential on an international level thanks to the city’s size, the global visibility of its brand and its appeal to institutional investors. It is therefore not surprising that both cities are considered particularly valuable in the competition’s expansion strategy.

For Italian basketball, the entry of one or more of these clubs would mean strengthening its position within the future continental structure alongside Olimpia Milano, which already holds a long-term licence.

Whilst discussions about the future are ongoing, the organisational structure is already in place for the present. The 2026–27 season will officially kick off on 24 September with the traditional format of 20 teams and 38 matchdays in the regular season. It will, in fact, be the season that will see the EuroLeague make its final transition to the franchise system. The processes for assessing and awarding the new permanent licences will be completed during this year.

The EuroLeague’s push towards a more stable and financially structured model cannot be separated from the NBA factor. The American league continues to work with FIBA on the NBA Europe project, which, according to Commissioner Adam Silver, is set to launch in autumn 2027 with a structure comprising 16 clubs, of which 12 will be permanent franchises and 4 places will be allocated via a qualifying process.

Both Milan and Rome are among the cities identified as strategic markets. Furthermore, the NBA has reported that it has received bids for future European franchises ranging from 500 million to over a billion dollars in various target markets. These figures are on a completely different scale to those currently seen in European basketball.

Until a few months ago, there was talk of a possible all-out war between the EuroLeague and the NBA. Today, the picture appears less clear-cut. In April 2026, representatives from the NBA, FIBA and the EuroLeague met at FIBA’s headquarters in Mies, Switzerland. At the end of the summit, the parties issued a joint statement referring to ‘constructive discussions’ and confirming their intention to continue talks on possible forms of collaboration.

ECA leaders have also confirmed that they have been in contact with the NBA to explore joint strategic opportunities. For this reason, the race for franchises is not merely a selection process for clubs. It is the central piece in a much broader game concerning control of the European basketball market, the creation of value for investors and the role the continent will play in the future global balance of professional sport.