[Photo by JC Gellidon on Unsplash]
9 August, 2025 (Sunday) - By Jaewon Lee
The National Basketball Association (NBA) is significantly deepening its presence in Europe with a multi-year schedule of regular-season games through 2028. This move reflects the league’s global ambitions and builds on a period of robust financial performance.
The league recently announced a three-year slate of six regular-season games in European cities. In 2026, the Memphis Grizzlies, based in Memphis, Tennessee, and the Orlando Magic, based in Orlando, Florida, will play in Berlin on January 15 and London on January 18. The Berlin match at Uber Arena will be the NBA’s first regular-season game in Germany, while the London contest at The O2 will mark the league’s tenth regular-season game in the city since 1993.
In 2027, regular-season games will be held in Manchester and Paris, followed by Berlin and Paris again in 2028. The Manchester game will be the city’s first regular-season NBA event, following a preseason matchup in 2013. Dates and participating teams for the 2027 and 2028 games will be announced closer to those seasons.
These international games will feature high-profile players. The Memphis Grizzlies’ roster includes two-time NBA All-Stars Ja Morant and Jaren Jackson Jr.. At the same time, the Orlando Magic features 2024 All-Star Paolo Banchero and German brothers Franz and Moritz Wagner, who expressed excitement about playing in their hometown of Berlin. Because of the mid-season trip to Europe, the Grizzlies will not participate in their traditional Martin Luther King Jr. Day game in the 2025–26 season, a rare occurrence for the franchise.
Beyond the court, the NBA, Grizzlies, and Magic plan community outreach programs, youth basketball clinics, and development workshops for coaches and referees to further engage European fans. Marketing partners, including Tissot and Nike, will support the events, which will be broadcast to over 200 countries and territories. Ticket details for the 2026 games will be announced soon, with early registration available through the NBA’s official site.
The NBA is also exploring the formation of a professional men’s league in Europe in partnership with FIBA, signaling deeper long-term engagement with the continent. Basketball is now the second most popular team sport in the United Kingdom, with strongly interests the Gen Z audiences.
This expanded international schedule comes during a period of significant financial success. For the 2024–25 season, NBA teams generated $1.62 billion in sponsorship revenue, an 8% year-over-year increase and a 91% growth over the past five years. Jersey patch sponsorships have been a major driver, with 11 new deals worth over $80 million combined. Nearly 450 brands partnered with the NBA for the first time this season, with growth in industries such as construction, alcohol, and technology.
Top sponsors include Rakuten, JPMorgan Chase, and Bibigo, the Korean food brand featured on the Los Angeles Lakers jersey. The NBA now ranks third in overall team sponsorship revenue among major U.S. men’s professional sports leagues, behind only the NFL and MLB. This strong financial foundation positions the league to continue expanding its global footprint and strengthening ties with basketball fans worldwide.
