NBA Europe: Liberty Global Bids for London Franchise as League Eyes 2027 Launch

The landscape of professional basketball is bracing for a seismic shift as the NBA Europe project moves from conceptual blueprints to concrete financial bids. With a realistic launch target set for October 2027, the league is attracting massive interest from global investment powerhouses, including a high-profile bid from the owners of Formula E to secure a foothold in London.

For years, the expansion of the NBA into the European market was viewed as a potential collision course with the established EuroLeague. However, recent developments suggest a pivot toward collaboration. The appointment of Chus Bueno as CEO of the EuroLeague has served as a catalyst for this shift, with the competition confirming “constructive conversations” with high-ranking NBA executives to explore future partnership opportunities.

This alignment is critical. Rather than dismantling the existing basketball ecosystem in the “Old Continent,” the NBA appears to be seeking a symbiotic relationship that allows its brand to scale while respecting the tradition of European hoops.

The Battle for London: Formula E Enters the Fray

Among the most coveted slots in the fresh league is the London franchise. According to reports, Liberty Global, the majority stakeholder of the all-electric Formula E racing series, has officially bid for the London team. This move signals a strategic diversification for Liberty Global, applying its sports franchise expertise to a new vertical.

Liberty Global is not venturing into the NBA alone. The bid is reportedly made in conjunction with either MSP Sports Capital or one of its founders, Jahm Najafi. This partnership brings significant basketball pedigree to the table; Najafi previously served as the vice-chairman of the Phoenix Suns. MSP Sports Capital too brings a track record of high-stakes sports investment, having recently exited a position in the McLaren Formula 1 team during a period when the team was valued at £4 billion.

The appetite for the London market is immense. The period for submitting non-binding bids closed on March 31, and sources indicate that the London franchise was the most sought-after team in the process.

Sovereign Wealth and Billion-Dollar Bids

The financial scale of NBA Europe is staggering. NBA sources have stated that the league received multiple bids reaching the $1 billion mark during the initial expression of interest phase. This level of investment is being driven largely by sovereign wealth funds looking to expand their global sports portfolios.

Two of the most prominent bidders include:

• Public Investment Fund (PIF): The Saudi Arabian sovereign wealth fund, which already owns Newcastle United, has submitted a multi-million dollar offer.
• Qatar Sports Investments (QSI): The entity that controls Paris Saint-Germain (PSG) has also placed a bid to enter the league.

The entry of these funds suggests that NBA Europe is being viewed not just as a sporting venture, but as a high-value real estate play in the global entertainment market.

The Blueprint: 12 Teams and a 2027 Timeline

While the specifics are still being finalized, the projected structure of the league points to a lean, elite competition. NBA Deputy Commissioner and COO Mark Tatum confirmed significant interest from prospective investors for permanent franchise spots. The current plan envisions a league consisting of 10 to 12 franchises.

The NBA is targeting the most influential basketball markets across the Atlantic. In addition to London, the league is eyeing cities with deep basketball roots and those with high commercial potential, including:

• Spain: Both Real Madrid and Barcelona are reportedly interested in submitting bids.
• Italy: Milan and Rome are high on the list of target cities.
• France: Paris is expected to host a franchise.
• UK: Beyond London, Manchester is also expected to have a team.

To maintain competitive integrity, the league plans to implement a qualification route for teams outside the founding members, ensuring that the league can evolve based on merit and market growth.

Note for readers: In professional sports, a “franchise” model differs from the European “promotion and relegation” system. In a franchise model, teams buy a permanent spot in the league, which typically increases the long-term valuation of the team.

A New Era for European Basketball

The timing of this expansion is not accidental. The NBA has long recognized the talent pipeline in Europe, but the lack of a centralized, high-revenue professional league on the continent has limited the growth of the game’s commercial footprint. By introducing a franchise model backed by NBA and FIBA, the league aims to professionalize the business side of European basketball.

The 2027/28 season is the target for the official tip-off. With October 2027 cited as a realistic launch date by FIBA officials, the next two years will be dedicated to finalizing franchise ownership, securing venues, and coordinating the calendar with existing domestic and continental competitions.

As the league moves closer to its launch, the focus will shift from who is bidding to who is granted the rights. The inclusion of the London team will be a bellwether for the league’s ability to attract non-traditional basketball markets into the fold.

The next major checkpoint will be the official announcement of the founding franchises and the formalization of the collaboration agreement between the NBA and the EuroLeague.

Do you think a franchise model will work in Europe, or should the league stick to the traditional promotion system? Let us know in the comments.