EuroLeague CEO Chus Bueno: "NBA Would Be Delighted to Reach an Agreement With Us"

Chus Bueno, whose extensive professional background includes roles as an ACB player, secretary of the players' union, executive director of the Spanish Basketball Federation, Vice President of the NBA for Europe, Africa, and the Middle East, and later as Director of Basketball at DAZN and an advisor for sports investment funds, recently shared his insights with Mundodeportivo.

About His Appointment

Regarding his appointment, Bueno states, "It's an exciting time. I saw a tremendous opportunity. Having been involved in basketball for over 30 years, when the clubs and the recruiter contacted me, for someone as passionate about basketball as I am, it was a true 'passion job.' I didn't want to miss this chance. I was aware of the challenge and the opportunity in this complex period, but I am delighted."

About NBA Europe

Bueno explains, "I maintain excellent relations with the NBA and its leaders, including Adam Silver and Mark Tatum. The NBA has opened a 'data room' to present its project. This phase will conclude shortly, followed by a presentation to their board of directors. We must respect this process, be patient, and observe the market's reaction. We have agreed with the NBA to wait for this process to finish before meeting, because, as they themselves have indicated, they would be 'delighted' to discuss with the EuroLeague to find common ground and reach an agreement."

Bueno outlines two potential scenarios: "If the NBA succeeds in raising the announced $5 billion, it would be fantastic news for basketball. European basketball has never had access to such a sum. We would then need to collaborate to optimize this opportunity: 'How can we make the most of this together?' This requires constructive dialogue to build this project jointly."

About European Market Fragmentation

Bueno asserts, "I believe the NBA also recognizes the advantage of working together. The lack of monetization is a major challenge for European basketball, which the NBA sees as an opportunity. My experience at the NBA showed me that excessive market fragmentation dilutes its value, making it harder to monetize fan engagement, sponsorships, and TV rights. If the NBA were to act alone, it would further fragment the market and dissipate its value. We are convinced that a unified ecosystem would enable better monetization."

He adds, "Should the NBA fail to raise the expected funds or decide to wait, the EuroLeague has its own three-year plan, recently presented. However, if the funds are secured, the most logical solution would be a joint competition. Two high-level competitions running simultaneously would only fragment the market and lower the overall standard, benefiting no one. The best approach is to act together, even if it involves compromises from both sides."

About EuroLeague's Short-Term Future

Regarding the EuroLeague's near future, Bueno states, "To accommodate everyone and ensure fairness, we might need two conferences. The decision on whether to maintain the 20-team format for another year or expand to 22 will be made within two to three weeks. However, if we continue to gain market share while maintaining the same level of competition, 24 teams would be ideal, and even 30 within five years. We are receiving a growing number of inquiries from high-performing teams wishing to join us."