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NBA Eyes European Soccer Fan Culture for Growth

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  Published in Sports and Competition on Saturday, January 17th 2026 at 18:22 GMT by Channel NewsAsia Singapore
      Locales: UNITED STATES, EUROPEAN UNION

NEW YORK, January 17, 2026 - In a bold strategic move aimed at expanding the NBA's global reach, Commissioner Adam Silver has articulated a vision to emulate the passionate fan culture characteristic of European soccer (football). Speaking at the SALT Transform conference in New York yesterday, Silver outlined his desire to deeply understand the dynamics that fuel the intense loyalty and fervor surrounding European soccer clubs and then adapt those principles to cultivate a similar connection within the NBA fanbase across the continent.

For years, the NBA has enjoyed a solid, if somewhat understated, presence in Europe. The league boasts a roster of talented European players, and pre-season games consistently draw substantial crowds, demonstrating a clear interest in basketball. However, Silver recognizes that basketball, particularly in Europe, exists firmly within the shadow cast by the overwhelming popularity of soccer.

"I think we have to acknowledge that in Europe, basketball still lives in the shadow of soccer," Silver stated. "And the passion that people have for their soccer clubs is something that we just don't see in basketball."

The key difference, according to Silver, isn't simply about the quality of play or the athleticism involved. It's about the deeper, more profound connection that fans feel with their soccer clubs. This connection manifests in tangible ways: vibrant communities built around teams, elaborate rituals and traditions, and a powerful sense of belonging that transcends mere entertainment. Silver emphasizes that replicating these elements is crucial for driving sustained and meaningful growth in the European market.

"It's not just about playing games," he explained. "It's about the community, it's about the rituals, it's about the sense of belonging. You see the intensity that people have for their clubs, and you want to find a way to create that same feeling for basketball."

Exploring a Dedicated European League?

Silver's ambitions extend beyond simply understanding the current landscape. The NBA is actively exploring the feasibility of creating a dedicated European competition. While acknowledging the considerable challenges involved in establishing such a league - logistical, financial, and competitive - Silver has made it clear that it remains a serious consideration.

Details are sparse at this stage. Questions regarding player eligibility, league structure (e.g., a fully separate league versus a hybrid model), and broadcasting rights remain unanswered. The existing EuroLeague and EuroCup competitions already represent significant basketball infrastructure in Europe, and any NBA-led initiative would need to navigate this complex ecosystem.

Data-Driven Approach & Experimental Phase

Silver stressed the importance of a data-driven approach, underscoring the league's commitment to identifying what strategies are currently working and, crucially, what isn't. He emphasized the need for experimentation, indicating that the NBA is prepared to test different models and initiatives to discover what resonates with European audiences. This might include modified game formats, community engagement programs, or innovative fan experiences designed to foster a deeper connection with the sport.

This shift in strategy signals a recognition within the NBA that traditional marketing and promotional tactics alone are not sufficient to truly conquer the European market. The league is now looking to learn from the world's most popular sport and attempt to distill its core elements of community and passion to create a more deeply engaged and loyal fanbase for basketball in Europe. The success of this endeavor will likely depend on the NBA's willingness to adapt, innovate, and prioritize building genuine connections with fans rather than simply showcasing star players and high-scoring games.