Euroleague CEO on NBA Europe League: ‘The only way forward is together’

Euroleague Basketball CEO Paulius Motiejunas says collaboration – not competition – is the only viable future for the sport in Europe, as the NBA continues to explore the idea of launching its own league on the continent.

Speaking at the SportsPro Conference at London’s Kia Oval, Motiejunas showed a shift in stance from his earlier dismissals of the NBA’s European ambitions, now signalling a willingness to work together.

“The only way forward, I think, is if it’s together – if we sit down and figure out how to grow the basketball market,” Motiejunas said. “At the end, it has to be focused on the fan.”

His comments came just a day after George Aivazoglou, the NBA’s Senior Vice President and Managing Director for Europe and the Middle East, addressed the same conference, discussing the NBA’s exploration of a Europe-based competition with FIBA.

Motiejunas pointed to the deep-rooted fan culture in European sports – particularly football – as a key challenge for any new entrant to the market.

“In our (European) culture – just like in football – you’re born into it. Your father puts on the jersey for you, and that’s it. You’re a fan,” he said.

“You don’t have to go and try to get that fan from the street, and I think that’s something they’re (the NBA is) missing. It’s going to be difficult to do.”

While Motiejunas admitted that building that fanbase under the NBA umbrella is “doable” with significant time and investment, he reaffirmed Euroleague’s current strengths.

“With a strong partner in IMG and the core markets we already have, the only way forward is together,” he added.

Sharing the stage with Euroleague CEO Paulius Motiejunas, IMG President Adam Kelly pointed out that, based on what they understand of the NBA’s proposed European league — 16 teams, a mix of permanent and rotating clubs, and a two-tier competition format it closely mirrors the existing Euroleague model.

Given the overlap, Kelly said it would be illogical to attempt to rebuild what already exists instead of exploring a partnership.

“When we came in, we created effectively the first European super league in the structure,” Kelly said.

“We reduced the teams to 16, created this full round robin, home and away, making sure the biggest teams, the biggest brands, the key rivalries were playing each other home and away guaranteed each season – that was a big part of this flight to premium.

“When I listen to George and the NBA, he said on stage yesterday they have the solution for European basketball and it is two competitions, 16 teams, mainly permanent members an a few slots that can be adjusted up and down; that sounds perfect, it sounds very familiar and I think that is exactly what should happen (as that is what we did). We welcome conversations.

“…NBA have a huge amount of value to add, as the governing body, FIBA should be supporting the growth of the sport, so aligning with us is so obvious it shouldn’t even be a discussion topic.”

Motiejunas alluded to Aivazoglou’s comments at the SportsPro conference, about the NBA’s focus on establishing franchises in Europe’s biggest cities, to argue that Adam Silver’s league should look to take a more nuanced model and approach if it were to enter the European market.

“(The) US and NBA is the best basketball league in the world, revenue wise, whatever numbers you put in…there’s many things to learn but it’s not the same when it comes to Europe,” he said.

“It’s easy to take this mathematical approach or economical approach where you look at the biggest markets and I know they mentioned a couple of cities, such as London and Manchester.

“(But) I ran a club for 20 years, I know it’s not you come in and there’s so many people who will suddenly come to the game, watch the game…in order to have fans, supporters, you have to have good competition, you have to have grassroots programs, you have to have local players. There (are) so many ingredients to have.”

It was also noted by Motiejunas that London is a key strategic hub for growing the game in Europe and that the London Lions could potentially play a role in this.

“For sure, London Lions is the team that we’ve been watching. They had quite a good season a year ago before the investors or the owners went bust,” he said.

“We had the Final Four here (in London). It’s a great city, it’s a great place to keep growing.

“I believe if they continue to be successful and solve the inside issues with the league and now two leagues probably (there is an ongoing dispute over the professional league operating license – Ed) but I don’t want to comment on that. We talk to the Mayor’s Office, we know the sport is popular, we talk about the grassroots issue. There are a lot of people who are practicing basketball, we just have to monetise it.

“It will take time, but for sure London Lions is a good part of that.”

Motiejunas further reiterated that he would be open to working together and cooperating with the NBA and that doing so would give the best chance of future success for the game.

“We strongly believe it’s not the way (the NBA forming a European league). We have this system that they’re talking about. It’s working, it’s working well,” he enthused.

“We see many potential in doing it together. Let’s sit down and try to figure out how we do it.

“Because a new league, one more new league in the current situation. I repeat myself, it’s not going to work.

“It’s not helping the sport and it’s not helping the fans, investors, sponsors and so on and so forth.”

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