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"I am skeptical" - Brian Windhorst issues a warning over the NBA’s massive expansion plan to Europe
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- "I am skeptical" - Brian Windhorst issues a warning over the NBA’s massive expansion plan to Europe
We are on the verge of breaking new ground in the NBA. What started in the 1980s, carried into the 1990s and exploded at the turn of the century, the globalisation of the league is about to enter uncharted waters. There has never been more foreign talent in the Association, and NBA Commissioner Adam Silver feels like it's the perfect time to capitalize on the opportunity to expand the brand's global footprint.
What started as an aspirational pipedream has now turned into a reality, after Silver announced that "NBA Europe" was being actively discussed a few months ago. The NBA had already successfully undertaken in-season trips to Mexico and Europe previously, and just this past preseason showcased their product to Macau, China, and Melbourne, Australia.
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While it's undoubtedly an exciting proposition, there are large cohorts who have their reservations about the league expanding into another continent. One of those names is long-time NBA insider Brian Windhorst, who has his doubts on the viability of the NBA's success across the Atlantic.
"I'm skeptical of its success because first off, from my understanding Belgrade is not a place they are trying to target. Belgrade is the heart of international basketball outside of America pretty much. I mean when the Israeli teams had to evacuate Israel because of the war that was happening there they went to Belgrade. That wasn't an accident; they went there for a reason.
The thing about it is they want to completely do this by partnering with gigantic soccer teams like Man City and PSG who have incredible histories and infrastructure in place. Obviously Barca and Madrid already have basketball teams that are already established that sort of live as sisters to their soccer clubs. The NBA wants to recruit them as well," Windhorst said.
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" The nature of the European game is a lot different. Now the NBA is going to say 'we can do it better' and I don't doubt that nobody runs the league better and generates revenue like the NBA, nobody has been able to put on an enjoyable product. Like when you go to an average NBA game on a Tuesday night in January you will be entertained. The NBA is saying, 'I'm an expert in entertaining crowds,' but that's not why people go to games in Europe.
People go to games in Europe because their father's father rooted for a team. There are no concessions being sold at this game. There is a video board but they put the replays on it, its not during the timeouts, it's a completely different mentality. I believe in the NBA's ability to make a great product but i'm also not sure if they're of the attitude in Europe to pay a lot of money.
If you're in Rome, are you going to pay Netflix or Amazon to watch Manchester play Paris, and that's what the NBA is built on. I could be wrong, but I am sceptical. It's also not going to be in conjunction with the EuroLeague; it's going to be at odds with it," he explained.
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Windhorst is right
It's hard to deny the points Windhorst makes. Unlike most analysts who have a natural bias to the NBA brand, Windhorst takes a balanced and well-thought-out view. He understands the deep-rooted values the European game is built on, he understands that fans there aren't wired the same as they are in the USA. In this way, fundamentally, it's an entirely different proposition for the NBA to have success there.
In Europe, the fans aren't attending games to see a show; they aren't paying their hard-earned money just to be entertained. Basketball to them is almost on par with religion. Home court advantages are actually real; it's not just another team's decal on the floor, and the fans create an atmosphere unlike anything else in the world.
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The NBA's goals sound good on paper, but Windhorst's cautionary warning should be taken very seriously. Considering he's also been exposed to the FIBA style of play more than most, having covered Team USA at the Olympics, he's encountered these values firsthand.
Fundamentally, it will be challenging for the NBA to compete and expand into Europe when the local population already dearly loves their own product.
That brings us to his last, and perhaps most crucial point - the NBA is fighting against the EuroLeague, not with it. The initial reports a few months ago seemed to leave the door open for the NBA to partner with the EuroLeague to create one global professional league. The latest, however, is that NBA Europe will be separate and attempt to entice the giants of European basketball to join their competition.
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It's a jarring concept, and one that was attempted within the world of football with the European Super League (ESL) before it fell apart after widespread backlash from the footballing community and the withdrawal of major European clubs.
This concept, with the NBA, shares similar themes, and there is a risk in attempting to disrupt a league that has such widespread passion across the board. One has to feel that the league would have been more accepted if they opted to add to the already flourishing EuroLeague setup, instead of butting heads against it.
What's next?
For those opposed to the plans, the latest reports from Silver and FIBA won't be received well. FIBA Secretary General Andreas Zagklis has announced this week that the joint project is "great news" for the European basketball community.
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In addition, he outlined that the league's format respects European sports model principles by offering any ambitious club on the continent a fair pathway to the top, and that the project will improve the sustainability of the entire European basketball ecosystem, including fans, players, clubs, and leagues.
These are enormous claims for a league that is clearly still refining its details, and he's brave for speaking on behalf of the entire European basketball community. With so many nuances still unknown and up in the air, there must be a level of certainty in his mind that this joint league will be nothing short of a success.
Silver also doubled down and confirmed that the discussions have advanced, by claiming the dialogue between various stakeholders in Europe has reinforced his belief that an enormous opportunity exists. He advised that "Together with FIBA, we look forward to engaging prospective clubs and ownership groups that share our vision for the game's potential in Europe."
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Only time will tell if Silver's belief is best placed, or if Windhorst feelings will unfold as he thinks they will.
This story was originally published by Basketball Network on Dec 27, 2025, where it first appeared in the International section. Add Basketball Network as a Preferred Source by clicking here.
