NBA Announces Three-Year Plan for Regular-Season Games in Europe

In a significant expansion of its international outreach, the National Basketball Association (NBA) will host at least six regular-season games in Europe over the next three seasons. This initiative will kick off with two games featuring the Memphis Grizzlies and Orlando Magic, scheduled to take place in Berlin and London in January 2026.

According to George Aivazoglou, the NBA's Managing Director for Europe and the Middle East, "Announcing the next three season's regular-season games in Europe reflects the incredible momentum and appetite for NBA basketball in France, Germany, the UK and across the region" (ESPN, July 30, 2025). The games will be held at prominent venues, including Berlin's Uber Arena and The O2 in London, highlighting the NBA's commitment to engaging with its European fan base.

This announcement marks a pivotal moment for the NBA, as it aims to deepen its roots in Europe, a region that has shown a burgeoning interest in basketball over the years. The upcoming games in Berlin on January 15 and London on January 18 will be historic, with the Berlin matchup marking the NBA's first regular-season game in Germany. Notably, it will also be a homecoming for German players Franz and Moritz Wagner, both of whom represent the national team.

Historically, the NBA has held 13 games in Germany since 1984, although the league has not yet conducted a regular-season game in the country. The London game will serve as the tenth regular-season contest held in the city, emphasizing its established NBA presence. Additionally, the NBA plans to expand its reach further, scheduling games in Manchester and Paris for the 2026-27 season, and returning to those cities in the 2027-28 season.

This strategic move aligns with broader trends in the sports industry, where franchises are increasingly recognizing the value of international markets. According to Dr. Lisa Chen, a sports management professor at the University of California, Los Angeles, "The NBA's expansion into Europe is not merely a business decision; it reflects a cultural exchange that benefits the league and the fans alike" (Chen, UCLA, 2023).

The planned games are expected to not only attract local fans but also serve as a platform for the NBA to engage with communities through various outreach programs. This engagement is part of a larger strategy by the NBA to foster a global basketball culture, as highlighted by NBA Commissioner Adam Silver during a recent press conference, stating, "We are not just selling a product, but promoting the values of teamwork and community through basketball" (NBA, Official Press Release, July 30, 2025).

The full schedule for the 2025-26 NBA season is anticipated to be released in mid-August, with details for the 2027 and 2028 games to be announced in advance of the respective seasons. This progressive approach to international games could set a precedent for other leagues considering similar expansions, as sports organizations seek to broaden their global footprint amid changing consumer behaviors and interests.

The significance of this initiative extends beyond just the games themselves. It reflects a growing recognition of the importance of localized events in the global sports landscape, which can lead to increased merchandise sales, sponsorship opportunities, and greater visibility for participating teams. As the NBA continues to explore its international potential, the implications for economic growth, cultural exchange, and the global popularity of basketball will likely unfold over the coming years.