[NBA stadium. Photo credit to Unsplash]

The National Basketball Association (NBA) is significantly deepening its presence in Europe, announcing  a multi-year schedule of regular-season games announced through 2028 that showcases the league's global ambitions and leverages its strong recent financial performance. 

This strategic expansion underscores the league's commitment to international fan engagement and consolidates its position as a leading global sports entity.

The league recently unveiled a three-year slate of six regular-season games across European cities. 

In 2026, the Memphis Grizzlies and the Orlando Magic are scheduled to play in Berlin on January 15 and in London on January 18.

The Berlin game will be held at Uber Arena, marking the league's first regular-season game in Germany. 

The London match will take place at The O2, representing the tenth regular-season game for the NBA in that city since 1993. 

Looking ahead, 2027 will feature regular-season games in Manchester and Paris, followed by Berlin and Paris again in 2028. 

The 2027 game in Manchester will be the city's inaugural regular-season NBA event, following a preseason match in 2013. 

Specific dates and participating teams for the 2027 and 2028 games will be announced closer to those respective seasons.

These international contests will feature notable teams and players. 

The Memphis Grizzlies' roster includes two-time NBA All-Star Ja Morant and two-time NBA All-Star Jaren Jackson Jr.

The Orlando Magic features 2024 NBA All-Star Paolo Banchero and German brothers Franz and Moritz Wagner, who expressed enthusiasm about playing in their hometown of Berlin. 

As a result of their European travel, the Memphis Grizzlies will not participate in the traditional MLK Day game in 2025-26, a rare occurrence for the franchise. 

Beyond the games, the NBA, Grizzlies, and Magic plan to implement extensive community outreach initiatives, youth basketball clinics, and development programs for coaches and referees to further engage with European fans. 

Marketing partners, including Tissot and Nike, are supporting these events, which will be broadcast live to over 200 countries and territories. 

Ticket information for the 2026 games will be announced in due course, with fans able to register their interest at NBA.com/EuropeGames. 

The NBA is also actively exploring the formation of a professional men's league across Europe in collaboration with FIBA, signaling even deeper commitment with the continent. 

This development coincides with basketball being identified as the second most popular team sport in the United Kingdom, with significant engagement from Gen Z audiences.

The NBA's expanded international schedule aligns with a period of significant financial success for the league. 

NBA franchises collectively generated $1.62 billion in team sponsorship revenue for the 2024-25 season, marking an 8% increase year-over-year. 

This represents a remarkable 91% growth over the past five years. 

A major  contributor to this success is jersey patch revenue, with 11 new deals generating over $80 million in total spending. 

Nearly 450 brands partnered with the NBA for the first time this season, with notable growth in categories such as construction, alcohol, and technology. 

Major brands like Rakuten, JPMorgan Chase, and Bibigo, a Korean food company featured on the Los Angeles Lakers jersey, are among the top spenders. 

The NBA ranks third in overall team sponsorship revenue among major U.S. men's professional sports leagues, trailing only the NFL and MLB. 

This robust financial position provides a solid foundation for the league's continued efforts to expand its global reach and connect with international basketball enthusiasts.