Basketball arrived in Europe through American soldiers and YMCA missionaries in the early twentieth century, but the sport spent decades in relative obscurity compared to football. The game found pockets of enthusiasm in Spain, Italy, Greece, and the Balkans, yet it lacked the structure needed to compete for public attention. That changed in 1958, when the FIBA European Champions Cup was established, giving the continent a competitive framework that would shape the next six decades of the sport.
What followed was a slow build. The competition operated under FIBA's control until 2000, when Euroleague Basketball was created as a separate governing body. This split marked a turning point in how European basketball was managed, marketed, and monetized. The league rebranded, restructured, and began attracting larger audiences and deeper investment.
The Early Decades Under FIBA
From 1958 through the late 1990s, the European Champions Cup served as the primary stage for the continent's best club teams. The format changed multiple times, but the competition remained under FIBA's administration. Real Madrid dominated the early years, winning multiple titles and establishing Spain as a basketball stronghold. Italian and Soviet clubs followed, with teams from Yugoslavia adding their own chapters during the Cold War era.
The game remained popular in southern and eastern Europe, where basketball culture had developed strong roots. Greece saw its clubs become regular contenders, and the sport became a national obsession in countries like Lithuania after the fall of the Soviet Union. Yet the competition lacked consistent commercial backing, and attendance figures remained modest compared to football. In 1996, the competition was renamed the FIBA EuroLeague, but the real restructuring came four years later. Euroleague Basketball took control of operations, and Euroleague Commercial Assets began managing the business side. This separation from FIBA allowed for more aggressive expansion and marketing strategies.
Revenue Streams Beyond the Arena
The global sports betting market reached $100.9 billion in 2024 and is projected to hit $187.39 billion by 2030, according to industry estimates. This growth has changed how leagues generate income. The NFL signed partnerships worth over $1 billion with DraftKings, FanDuel, and Caesars, while total team sponsorship revenue from betting brands approached $300 million during the 2022-2023 US seasons. European basketball has followed a similar path, with Euroleague Basketball and bwin renewing their multi-year sponsorship agreement through 2026. Still, regulatory pressure is tightening across Europe. Spain banned betting advertisements during prime time in 2021 and prohibited promotion on team jerseys and in stadiums, costing La Liga an estimated 90 million euros. Italy maintains a full blanket ban on sports marketing from betting firms. For those betting on sports, these restrictions have pushed operators and leagues to find alternative sponsorship models, even as the four major US sports leagues are set to earn a collective $4.2 billion from legal sports betting revenue.
Attendance Records and Arena Culture
The modern EuroLeague has seen consistent growth in live attendance. During the 2024-25 season, the average reached 10,589 spectators per game, breaking the previous record of 10,383 set the year before. That 2% increase continued a four-year streak of attendance milestones. The regular season drew a total of 3,039,060 spectators, placing the league fifth among all professional indoor sports leagues worldwide and second among basketball leagues globally, trailing only the NBA.
These numbers tell a story of fan investment. Arenas across Europe have upgraded facilities to accommodate growing demand, and game-day atmosphere has become a selling point for the league. Greek fans remain among the loudest, while Spanish and Turkish arenas regularly fill to capacity for high-profile matchups.
Expansion Beyond European Borders
The 2025-26 season brought a major structural change. The league expanded from 18 to 20 teams, with Dubai Basketball joining as the first non-Israeli team from outside Europe. This move signaled the league's ambitions beyond its traditional geography. The same year, the Final Four was held in Abu Dhabi, marking the first time the championship tournament took place outside Europe.
The Department of Culture and Tourism Abu Dhabi, partnered with Etihad Airways, signed a four-year title sponsorship agreement. This deal replaced the previous partnership with Turkish Airlines, which had been in place since 2010 and was valued by GlobalData Sport at $12.5 million per year. The new arrangement reflects the league's push into Middle Eastern markets, where sports investment has accelerated over the past decade.
Screens and Social Platforms
Television viewership for the EuroLeague has doubled over the past five years. Social media metrics have grown even faster. Total impressions reached 1.5 billion, with video views surging 56% to total 816 million. Content engagement across platforms tripled in recent years, driven by highlight clips, behind-the-scenes footage, and player-focused storytelling.
This growth aligns with a younger audience that consumes sports through mobile devices and streaming services rather than traditional broadcasts. The league has invested in content production, partnering with creators and platforms to extend its reach beyond live games. The result is a more consistent presence in fans' daily feeds, even during off-seasons.
Sponsorship and Commercial Partnerships
The global sports sponsorship market is projected to grow from $64.1 billion in 2024 to approximately $144.9 billion by 2034, according to industry projections. European basketball has positioned itself to capture a portion of this growth. The EuroLeague's expanded geography and improved viewership numbers make it more attractive to brands seeking international exposure.
Betting companies remain a complicated partner. While deals with firms like bwin continue to provide revenue, restrictions in Spain and Italy have limited how these partnerships can be activated. The league must balance commercial interests with regulatory realities, a tension that will shape future sponsorship strategies.
What Comes Next
European basketball has grown from a regional curiosity to a global product with audiences in the Middle East, Asia, and beyond. The league's decision to host events outside Europe and add non-European teams suggests further expansion is likely. Whether this growth can be sustained depends on continued investment in arenas, broadcasting, and player development.
The sport has built a foundation over nearly seven decades. What it does with that foundation in the coming years will determine how it competes for attention in a crowded global sports market.
- Eurobasket
