Liberty Global is exploring a move into European basketball, positioning itself as a potential owner of a London-based franchise in the NBA’s planned expansion into Europe.
According to reports, the company — which also backs Formula E — is considering a joint bid alongside MSP Sports Capital, a group with prior investments in the Phoenix Suns and McLaren Racing.
Race for NBA Europe Intensifies
The proposed European league, led by the NBA, is scheduled to launch in October 2027, with strong interest from global investors.
Bidding closed on March 31, attracting heavyweight contenders including Saudi Arabia’s Public Investment Fund (owner of Newcastle United), Qatar Sports Investments (backing Paris Saint-Germain) and RedBird Capital Partners (owner of AC Milan).
Ownership Structure and Valuations
The NBA is expected to retain 50% ownership of the new league, with the remaining equity distributed among external partners.
Franchise valuations have reportedly reached as high as $1 billion, underlining the scale of ambition behind the project.
A key unresolved question remains whether the new competition will integrate with or rival the existing EuroLeague structure, a factor that could significantly shape the European basketball landscape.
Long-Term Play
Commissioner Adam Silver has consistently framed the initiative as a long-term growth play, targeting untapped commercial potential across Europe.
For Liberty Global, a London franchise would offer a strategic foothold in a major media market — aligning with its broader portfolio across telecom, sports and entertainment.
As the NBA’s European vision takes shape, the race for ownership is quickly becoming as competitive as the product it aims to deliver.