MILAN – The possibility of a European NBA league continues to gain momentum, and with it, speculation about which cities and franchises might participate. Recent discussions have increasingly focused on Milan, Italy, fueled by the involvement of Gerry Cardinale, owner of AC Milan, and his RedBird Capital firm. While still in the early stages, the idea of an NBA-linked basketball team in Milan is gaining traction, presenting a unique opportunity to tap into a passionate football fanbase and a growing appetite for basketball in Italy.
Cardinale has been in direct talks with NBA Commissioner Adam Silver regarding the creation of a European league, as reported by SempreMilan and Sports Business Journal. This isn’t a new concept for Cardinale, who previously expressed interest in a multi-club ownership model across different sports, believing it could yield strategic benefits through synergies. The NBA’s vision, as revealed in a meeting in London on January 19, 2026, involves potentially establishing a league as an alternative to the existing EuroLeague, with Real Madrid and Barcelona emerging as key potential partners as their EuroLeague contracts expire in 2026.
The appeal of Milan, according to sources, lies in its existing infrastructure and, crucially, its ownership structure. RedBird Capital already owns AC Milan, one of the world’s most recognizable football clubs, and doesn’t currently have a competing basketball team. This contrasts with other potential host cities like Madrid and Barcelona, where established EuroLeague clubs already exist. As Bill Simmons noted, Milan is “essentially in favor” of the idea, a sentiment echoed by the presence of AC Milan owner Gerry Cardinale and Olimpia Milano representatives at the NBA’s recent European league meeting.
However, the path to a Milan-based NBA franchise isn’t without its challenges. Olimpia Milano, the city’s current professional basketball team, recently renewed its contract with the EuroLeague for 10 years, presenting a potential hurdle. Any new NBA-affiliated team would need to navigate this existing arrangement, potentially through a partnership or a separate entity. The biggest question, as highlighted in reports from Milan Reports, is attracting a consistent fanbase. While Olimpia Milano has a dedicated following, attendance figures have fluctuated, and basketball doesn’t enjoy the same widespread popularity as football in Italy.
The strategy, then, may hinge on leveraging AC Milan’s massive global fanbase. With an estimated 3.8 million supporters in Italy and 95 million worldwide, even a small percentage of those fans showing interest in a basketball team could generate significant revenue. The idea is to appeal not only to existing basketball enthusiasts but also to tourists seeking a unique experience and, crucially, the passionate AC Milan supporters who are accustomed to high-level competition. This approach aligns with the NBA’s broader strategy of integrating with existing football clubs, recognizing that a direct transition to a basketball-centric market may be difficult.
Financially, the potential is substantial. According to estimates from Sportico, the average spending per spectator at NBA arenas is around $200 (including tickets, food, beverages, and merchandise), a significant increase compared to the €19.50 average spent per spectator at Olimpia Milano games in the Italian LBA league and the estimated €40 in the EuroLeague. This difference underscores the potential for increased revenue generation through a more comprehensive fan experience and premium offerings.
The current expectation, according to industry observers, is a phased approach. Initial steps may involve a major agreement with the EuroLeague, potentially including NBA investment in the league itself. This could pave the way for a more formal NBA Europe league launch, with Milan positioned as a key franchise. The success of this venture will depend on a delicate balance between maintaining ties to existing European basketball structures and establishing a distinct NBA identity. The league is aiming to give potential clubs, investors, and global brands a clear vision of what this new league will entail, with over 250 people attending a recent meeting in London to discuss the details.
The involvement of prominent figures like Pau Gasol and potential investment from Saudi-backed firms, as reported by The New York Times, further underscores the growing interest in NBA Europe. The league is clearly positioning itself as a major player in the global sports landscape, and Milan, with its unique combination of football prestige and untapped basketball potential, is emerging as a frontrunner to host one of its flagship franchises.
What’s Next: The NBA and FIBA are continuing to finalize the details of the European league structure. Expect further announcements regarding potential franchise locations and investment partners in the coming months. The next key date will be the expiration of the EuroLeague contracts for Real Madrid and Barcelona in 2026, which will likely trigger a wave of negotiations and potential shifts in the European basketball landscape.
Archysport will continue to provide updates on this developing story. Share your thoughts on the possibility of an NBA team in Milan in the comments below.
