RedBird’s NBA Europe Ambitions Take Center Stage as Milan CEO Visits Varese

The blueprint for professional basketball in Europe is shifting and the epicenter of this transformation currently sits in Masnago. Giorgio Furlani, CEO of AC Milan and a key executive for RedBird Capital Partners, recently made a high-profile appearance at the Itelyum Arena for a clash between Pallacanestro Varese and Sassari, signaling a deepening relationship between the historic Italian club and the American investment fund.

Furlani’s presence was more than a casual sporting visit. It served as a visual confirmation of the ongoing discussions regarding NBA Europe, a proposed expansion of the NBA’s footprint into the European continent. According to reports, Furlani left the arena enthusiastic about the atmosphere and the spectacle provided by Varese, both on the court and in the stands.

A Victory in More Than Just the Scoreboard

The match against Sassari provided a fitting backdrop for these strategic discussions. While Varese struggled through a dominated first half, the second half saw a dramatic shift. The “biancorossi” fought back in a point-for-point battle, eventually securing a victory that mirrored the resilience of the club’s own identity.

For RedBird, the appeal of Varese lies in this exact energy. The Itelyum Arena—historically known as the Lino Oldrini—is renowned for its passion and sentiment. Furlani reportedly confided in club directors after the game that he was struck by the environment, reinforcing a relationship that has been developing for several weeks.

This proves important to clarify a critical point regarding the ownership structure: current reports indicate that these discussions do not involve the sale of Pallacanestro Varese to the American fund. Instead, the focus is on a strategic partnership to enter the NBA Europe project.

The ‘Timeshare’ Strategy: Two Cities, One Ambition

At the heart of RedBird’s plan is a revolutionary “sdoppiamento” or splitting model. Led by AC Milan owner Gerry Cardinale, RedBird is reportedly finalizing a pitch for an NBA Europe franchise that would utilize a unique venue-sharing arrangement between 2027 and 2028.

Under this proposed framework, the club would essentially operate across two locations to satisfy different competitive requirements:

• Domestic Play: Serie A home games would remain at the Itelyum Arena in Masnago, preserving the club’s historic identity and connection to its local fanbase.
• International Play: NBA Europe home games would be hosted in a new, state-of-the-art arena planned for San Donato.

The proposed San Donato facility is expected to be a major infrastructure project, with capacity estimates ranging between 15,000 and 18,000 seats. RedBird already possesses land in the San Donato Milanese area, which was initially envisioned for AC Milan’s employ, making it a logical hub for a high-capacity basketball franchise.

This model allows Varese to participate in a globalized NBA product without sacrificing its roots in the Italian league. To further protect the club’s legacy, reports suggest there would be no transfer of naming rights involved in the deal.

Navigating the European Basketball Power Struggle

The pursuit of an NBA Europe franchise is not happening in a vacuum. RedBird is navigating a complex landscape of competing interests and governing bodies. Cardinale reportedly attempted to acquire a majority stake in Olimpia Milano in previous months, but those efforts were unsuccessful.

The broader struggle for control of European basketball involves several key players:

• EuroLeague Basketball: Currently working toward an agreement with the NBA, with the support of Armani-owned Olimpia Milano.
• FIBA: The global governing body for basketball, which is pushing for a league structure that avoids total American hegemony.
• Competing Funds: RedBird faces potential rivalry from other investment groups, including Oaktree (owners of Inter Milan), who are also linked to interests in the basketball space.

While Cardinale has reportedly focused his efforts exclusively on the Varese partnership—dismissing alternative rumors involving MalpensaFiere—the stability of the plan remains subject to the overarching agreement between the NBA and EuroLeague. Confirmation of that collaboration could arrive by mid-month, a development that could either solidify or challenge the current RedBird-Varese trajectory.

Why This Matters for the Global Game

For the average fan, this is more than just a corporate merger; it is a test case for how traditional European sports clubs can integrate with American commercial models. By maintaining a presence in the domestic league while scaling up for an international franchise, Varese could provide a blueprint for other historic clubs across Europe.

The integration of NBA-style marketing, broadcasting, and infrastructure (like the San Donato arena) combined with the organic, tribal passion of a city like Varese represents a high-risk, high-reward experiment in sports globalization.

The next critical checkpoint will be the potential announcement regarding the collaboration agreement between the NBA and EuroLeague. This decision will largely dictate whether the “timeshare” plan between RedBird and Pallacanestro Varese moves from a non-binding project to a concrete reality.

Do you believe the “splitting” model is the right way to bring the NBA to Europe, or does it risk diluting the identity of historic clubs? Let us know in the comments.