In a landmark announcement that reflects both strategic growth and global ambition, EuroLeague Basketball has confirmed its expanded 20-team structure for the 2025-26 season. The development marks a new chapter in European basketball, as three new clubs officially join the elite competition — including BC Dubai, a bold step into the Middle Eastern market.
The additions — Hapoel Tel Aviv (Israel), Valencia Basket (Spain), and BC Dubai (UAE) — are part of a long-anticipated expansion strategy. Hapoel and Valencia earned promotion via their EuroCup performances, with Hapoel crowned champions in the 2024-25 season. Valencia returns after a one-year absence from the top tier.
Meanwhile, BC Dubai’s inclusion signals EuroLeague’s first major foray into the Gulf region, following the successful staging of the 2025 Final Four in the city. The team, currently competing in the Balkan ABA League, brings with it access to new audiences, sponsors, and commercial markets.
Not a Replacement, but an Evolution
EuroLeague CEO Paulius Motiejunas was quick to clarify that the expansion was not a reactionary move to replace Alba Berlin, which recently defected to the rival FIBA Champions League. Instead, he emphasized the league’s ongoing commitment to the German market, citing 46% growth over the past four years, three German clubs competing in the EuroCup, and the renewal of key broadcast partnerships.
“We have no doubts Germany will continue to grow,” Motiejunas stated. “But Dubai is a strategic addition. It’s about geographical expansion, new fan bases, and unlocking international potential.”
Record Growth and Commercial Momentum
The 2024-25 season shattered previous records:
- Over 3.3 million in-stadium attendees
- TV viewership doubled over the past five years
- Digital engagement quadrupled
- Social media content saw a 3x increase in interactions
Motiejunas also revealed that discussions are ongoing with potential new shareholders and partners. Turkish Airlines’ long-standing title sponsorship has concluded, but conversations are continuing — alongside new commercial negotiations to fill the title rights inventory.
Eyes on the Future
With the success of this expansion, the league isn’t ruling out further growth. While the 20-club model brings structure and stability, Motiejunas hinted at openness to more entrants and possible changes in the shareholder model.
He also touched on NBA’s ambitions to expand into Europe, pushing instead for collaboration:
“Let’s sit down and work together. We’ve built the most successful European product over 25 years. Why reinvent the wheel when we can unlock new markets together?”
Why This Matters for Sports Properties and Brands
This expansion sets a benchmark for how semi-closed leagues can evolve without compromising identity or alienating traditional fan bases. By integrating regional giants like BC Dubai, EuroLeague is building a blueprint for balancing commercial globalization with heritage-driven localism.
For rights holders, media companies, and sponsors, this announcement highlights:
- The value of owning long-term media and IP frameworks
- How new geographies (e.g., the Gulf) can be seamlessly activated via sport
- The growing ROI of hybrid competition formats mixing closed-league models with meritocratic entries
At 365247 Consultancy, we help sports properties design, activate, and monetize expansion strategies like this — whether you’re a league exploring new markets, or a brand looking to align with the next frontier of sport.
If you’re a club, league, investor, or brand looking to:
- Expand into new markets
- Attract global partners
- Build your competition model
- Monetize your fan base through international strategy
Book your introductory call at 365247 Consultancy.
Let’s map out your next growth chapter.
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IMAGE: Dubai Basketball
