London Lions, the reigning domestic champions, are actively engaged in discussions to secure an expansion franchise in EuroLeague basketball, Europe's premier club competition. The move comes as EuroLeague prepares to expand to 24 teams for the 2027-28 season, a strategic initiative aimed at fortifying its position against potential European expansion plans by the NBA.
Backed by Lithuanian tech billionaires, the Lions have already taken steps to enhance their credentials by securing a spot in the second-tier EuroCup for the upcoming season. However, their ultimate ambition lies in joining the top-tier EuroLeague. According to Chus Bueno, CEO of EuroLeague, London is a key market, with the Lions being one of several interested parties. "In the case of London, we have the interest of the London Lions, just to be clear. They want to become franchisees, they said it already," Bueno stated. He added that two other investors are also vying for the London franchise, highlighting the capital's appeal as a significant market.
Despite the strong interest, EuroLeague has expressed reservations regarding the establishment of a franchise in London. Bueno cautioned about the "more risk" involved, primarily due to basketball's less established status as a spectator sport in the UK compared to other European nations. A significant concern raised by stakeholders is the competitiveness of Britain's Super League Basketball. To attract elite players and substantial crowds, it has been suggested that the London EuroLeague franchise might need to participate in a different domestic league.
The financial commitment for a EuroLeague franchise is substantial, with estimated values ranging from €80 million to €100 million. However, Bueno emphasised that operational aspects are paramount. He noted the challenge of attracting top talent to a league with less competitive domestic fixtures and smaller venues. "If you tell top talent that you’re going to play in a small college arena, 800 people, it’s not very compelling," he explained, also highlighting difficulties in securing sponsorship and gate revenues for a schedule where only 15 home games might draw significant attendance.
Looking ahead, EuroLeague's focus remains on a single London franchise. Bueno explicitly ruled out the possibility of multiple teams in the capital or an expansion to cities like Manchester, at least for the initial phase. He cited Manchester's smaller population and the dominance of its two major football clubs as factors making it "way too risky" for a EuroLeague venture at this stage. The strategy is to establish and prove the viability of a London franchise before considering other UK locations.