Chus Bueno, the newly elected CEO of EuroLeague, has spent the past few months reinforcing the league’s position ahead of what he describes as a “very, very busy” battle for the future of European basketball. In an exclusive interview, Bueno outlined a strategy designed to lock in the league’s top clubs for the long term and counter the NBA’s ambitious plans to launch a new European league backed by billions in investment. The former NBA executive, now at the helm of EuroLeague, has signed all 13 member clubs to 10-year deals, ensuring their loyalty as the league aims to raise €3bn through the sale of expansion franchises, including in London.
At the heart of EuroLeague’s strategy is a franchise model that gives clubs greater control and financial upside. Bueno emphasized that the league’s top teams—Real Madrid, Barcelona, and others—now have long-term commitments. This approach, he argues, contrasts sharply with the NBA’s model. “I know my former colleagues, I like them and we have constant communication. But I’m working for the EuroLeague now. They know that.”
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The league’s vision extends beyond securing club loyalty. It includes plans to expand from 20 to 24 teams by 2027, backed by investor interest that has already generated over €1.2bn in franchise bids. EuroLeague is also developing a new media platform to integrate streaming, betting, merchandise, and ticketing, signaling a push toward greater financial independence. “The market is already buying,” Bueno said, adding that the league’s model has been validated by the level of interest from potential investors.
While EuroLeague is positioning itself as a formidable competitor, the NBA’s planned European league remains a major threat. The U.S. giant has reportedly received offers exceeding $1bn for some of its 12 proposed teams, though not all markets have met its $500m target. Bueno, however, believes institutional investors may demand significant protections before committing funds. “They don’t finance risk,” he said. “If you put big numbers, there are big protections.”
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The financial stakes are stark. EuroLeague’s new franchises are expected to fetch €50m-€100m each, or about 10% of the price quoted for entry into NBA Europe. Bueno also highlighted the challenges the NBA may face in securing a global media rights deal, given the uncertainty surrounding the league’s structure, teams, and fanbases. “Fragmentation is going to create competition between our existing European top teams and the new teams,” he said. “It’s going to generate a lot of dilution of value.”
For now, both leagues are in a race to secure investment, fanbases, and media rights. Bueno remains optimistic but clear-eyed. “I wish I’d been here three years earlier,” he said. “But I’m an optimistic guy. Hopefully, we can still figure it out.”