Chus Bueno seeks to unite EuroLeague and NBA without fragmenting basketball

The EuroLeague is going through a decisive moment in its history. Chus Bueno, who takes on the role of CEO after years of involvement with the competition, appeared at the Sports Summit 2026 held in Madrid to explain the direction of European basketball and how it positions itself in the face of the challenges posed by the relationship with the NBA.

The Spanish executive has been connected to the organization for twelve years, during which he has witnessed the evolution of the competition and developed a deep understanding of the professional basketball ecosystem. "I have a bit of NBA in my DNA," Bueno acknowledged during his speech, reflecting the influence that the North American model has on his strategic thinking about the future of the continental competition.

To explain the complexity of the current situation, Bueno used a revealing metaphor: that of two already built houses now needing to find the best way to coexist. "I have arrived at the EuroLeague when there are two finished houses, one is done and the other almost is, and now we have to determine which house fits better in this field," expressed the CEO. This analogy reflects the reality that both the NBA and the EuroLeague have very advanced processes and consolidated structures that hinder a quick merger.

The transformation processes with the NBA are at very advanced stages, which complicates the goal of integrating both organizations into a single project. However, Bueno maintains a fluid and constant communication with his American counterparts. "I talk to them every week, I have a personal as well as professional relationship with them," he noted, emphasizing that the dialogue is ongoing and that both sides share similar messages in public.

A central argument in Bueno's discourse is the conviction that the fragmentation of international professional basketball would be counterproductive. NBA Commissioner Adam Silver himself has publicly expressed this same idea. "We all know that fragmentation destroys value and creates friction. If we can avoid it... we know that the most important thing would be to avoid it," stated Bueno, echoing the statements of the head of the American league.

This position reflects a shared understanding in the upper echelons of world basketball management: competition without coordination generates inefficiencies, duplication of efforts, and ultimately reduces the overall appeal of the sport. Fragmentation not only affects revenues but also creates unnecessary frictions between organizations that share fundamental interests.

While acknowledging that both organizations have their own strategic plans, Bueno sees collaboration opportunities that could benefit all parties. "They have their plan, we have ours, and they also have to understand it," he pointed out, making it clear that it is not about subordination but about coexistence respecting the particularities of each competition.

Bueno's vision for the future involves leveraging the distinctive strengths of both models. "The easiest thing would be to take European clubs that have history, fan base, and see how the money and the way of operating, which is very efficient, of the NBA, and the people in Europe who have good plans, can accelerate that growth by working together," he explained during his speech at the Madrid forum.

This approach suggests that the solution does not lie in the absorption of one competition by another but in identifying synergies where the operational model of the NBA, known for its economic efficiency, can complement the historical wealth and fan base of European clubs. The result would be an acceleration of the growth of professional basketball in the old continent without losing its identity.

Uncertainty and Next Steps

Despite the relative optimism, Bueno acknowledges that the path is not guaranteed. "If this approach can be achieved soon... a lot of work needs to be done. We'll see if it can be achieved, and if not, each one has its plan," he concluded, leaving open the possibility that negotiations may not succeed and that both organizations may continue developing independent strategies.

The CEO of the EuroLeague was frequently questioned about this issue, indicating the widespread interest in the sector. "It's the question I receive every day," Bueno joked, reflecting the expectation generated by any move involving the top two professional basketball competitions worldwide.

Bueno's intervention at the Madrid Sports Summit 2026 has provided clarity on the EuroLeague's stance: there is a willingness to collaborate, recognition of the complexities involved, and a strategy based on constant dialogue. However, the final outcome will depend on the ability of both organizations to find common ground that respects their existing structures while generating shared value for European and global professional basketball.

This is an automatic translation. You can read the original news, Chus Bueno busca unir Euroliga y NBA sin fragmentar el baloncesto