The NBA is accelerating its plans to launch NBA Europe amid concerns about a potential rival league backed by Saudi Arabia involving LeBron James and Maverick Carter. This urgency emerged as talks with European investors intensified, aiming to secure franchise fees ranging from $500 million to $1 billion.
According to an NBA executive, the league views the rumored Saudi-backed venture as a significant competitive threat. While LeBron James has publicly denied participating in Carter’s efforts, his name continues to appear in relation to the project. A social media post by Nikola Jokic’s agent, showing James, Carter, and Jokic together with the caption,
The summer of 2025 is the perfect time to make big plans for the fall of 2026.
further fueled speculation about the alliance.
NBA Accelerates European Launch to Counter Emerging Competition
The NBA’s push to establish NBA Europe is perceived as both a growth opportunity and a strategic response to the potential rival league. One league insider explained,
I’ll tell you, you may think I’m crazy, but I think the catalyst of this [NBA Europe] going quicker is they’re worried LeBron James And Maverick Carter are going to get the Saudis and start like a league,
while adding,
I think without a question, they [the NBA] think it’s direct competition.
Speculation around LeBron James’s motivations includes the suggestion that financial incentives from the Saudis could be a decisive factor. As one source stated bluntly,
LeBron doesn’t give a sh**. Not if Saudi gives LeBron $200 million in cash and calls it a night.
NBA Leadership Advances Discussions Amidst Mixed Reception in Europe
NBA Commissioner Adam Silver and Deputy Commissioner Mark Tatum are currently in Europe to further discussions with potential partners. Despite some European clubs expressing reservations about the high entry fees, the NBA emphasizes the importance of applying premium business standards to elevate European basketball’s commercial prospects.
Insiders indicate that some franchise owners support international expansion over adding new domestic teams like Seattle or Las Vegas, as the latter could reduce their shares of media rights revenue. NBA Europe presents an opportunity to grow the league’s global brand without diminishing current financial stakes.
Protecting and Growing the Global Game: NBA’s Dual Purpose
The NBA’s pursuit of NBA Europe is framed not only as a way to capitalize on new markets but also as a defensive strategy against emerging rivals. A source from the Board of Governors meetings observed,
I think it’s going to happen. I think that, as much as they see it as an opportunity, I also think there’s a bit of a defense mechanism as well. You know, we’ve got to protect the game,
and added,
I think Adam and Mark believe that it’s our responsibility to protect the global game. And to commercialize it.
The rumored involvement of LeBron James and Maverick Carter in a Saudi-backed league continues to cast a shadow over the NBA’s international expansion strategy. Whether or not they are directly involved, the influence of their potential partnership is driving the NBA to fast-track its European ambitions in an effort to safeguard its leading position in global basketball.