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The NBA has enlisted JPMorgan Chase and Raine Group to explore the creation of a new European men’s basketball league, according to a report by the Financial Times.

The move signals a major step forward in the league’s long-term plan to expand its global footprint, particularly in the growing European basketball market.

JPMorgan CEO Jamie Dimon has reportedly taken a personal interest in the project, underscoring the league’s intent to develop a commercially viable and globally branded product.

The NBA is targeting entry fees between $500 million and $1 billion per club, according to Sports Business Journal, a figure that reflects the league’s ambition to position NBA Europe as a top-tier competition.

Only major football clubs such as FC Barcelona, Manchester City, and Paris Saint-Germain are believed to have the financial capacity to meet those valuations.

League officials believe European teams have yet to unlock their full commercial potential. A key part of the plan involves upgrading arenas with luxury suites and premium fan experiences to drive revenue.

An NBA team governor who attended recent Board of Governors meetings in Las Vegas described the European league as a “very high priority” for the organization.

Still, league sources told SBJ that the NBA is willing to abandon the initiative if the financial benchmarks are not met.

Some European stakeholders have already expressed skepticism. A EuroLeague club official described the proposed $500 million franchise fee as unrealistic, raising concerns that the pricing model could exclude established teams.

FIBA, EuroLeague, and NBA executives have held multiple high-level meetings over the past year, including a closed-door summit in Geneva three months ago. All EuroLeague A-license clubs were represented except CSKA Moscow.

Talks centered on scheduling, player movement, and potential league structure. While discussions were constructive, financial demands from the NBA reportedly caused friction among some participants.

EuroLeague CEO Paulius Motiejunas, speaking with The Athletic, called for collaboration over competition. He acknowledged the NBA’s commercial strength but suggested its involvement could be channeled into supporting the existing European structure.

The NBA and FIBA initially unveiled their joint European league proposal in March, targeting a 2026–27 launch. The model would feature permanent franchises alongside qualification spots, blending stability with competitive access.