The planned NBA Europe competition could transform professional basketball across the continent, but Italy may become one of its most important markets. Developed by the NBA in partnership with FIBA, the new league is expected to begin in fall 2027 with 16 teams – 12 permanent franchises and 4 places awarded through sporting qualification.
Europe already has nearly 270 million basketball fans, yet the sport generates only a fraction of soccer’s commercial revenue. NBA Europe aims to narrow that gap through an investment estimated at approximately $3 billion, combining the NBA’s business expertise with European basketball traditions and FIBA rules.
For Italy, the potential economic impact is particularly significant. A study by The Sports Consultancy estimates that activities connected with NBA Europe could generate $5.6 billion over its first 10 years. Rome and Milan are expected to host the 2 Italian franchises, placing the country at the center of the project.
The 2 cities could stage 426 events and attract approximately 6 million spectators during the decade. About $3.5 billion would come directly from broadcasting rights, sponsorships, ticket sales, hospitality, and visitor spending. Another $900 million could be generated through purchases of goods and services, while commerce, transportation, and related consumption could contribute approximately $1.2 billion.
The overall added value for Italy’s GDP is estimated at $2.3 billion, equivalent to an average economic impact of roughly $560 million annually. Beyond professional basketball, the project could encourage arena modernization, create jobs, attract international investment, and strengthen Rome and Milan as global sports destinations. For Italy, NBA Europe represents not only a new competition, but also a potentially powerful sports economy.
