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The NBA Europe basketball league planned by the NBA and FIBA could generate $2.2 billion in economic activity in Istanbul between 2027 and 2036, according to projections included in a report by The Sports Consultancy.
Istanbul is among 12 European cities expected to host teams with permanent licenses in the new competition, alongside Rome, Milan, London, Manchester, Paris, Lyon, Madrid, Barcelona, Berlin, Munich and Athens.
The projected economic impact covers not only direct revenue from ticket sales, broadcasting rights and licensed merchandise, but also the wider contribution brought about through tourism, full-time employment and spending across local supply chains.
The project is expected to add a total of $819 million to Türkiye's gross domestic product, or GDP, over the same 10-year period.
Projections also suggest that Istanbul could host 213 events attracting a combined audience of 3.6 million people. The league is expected to support an average of 176 full-time jobs in Türkiye each year.
George Aivazoglou, NBA Europe and Middle East managing director, previously underlined Istanbul's importance to the project, pointing to the city's sporting culture and established basketball audience.
"Istanbul is a world-class city. It is incredibly committed to sport, has a very strong cultural influence and is home to one of the largest and most committed fan bases in Europe. If European basketball is going to go through a transformation, we believe Türkiye should be one of the countries shaping that future," Aivazoglou said.
NBA analysis estimates that basketball has 270 million fans across Europe, making it the continent's second most popular sport after football and one of its fastest-growing sporting branches.
European influence within the NBA has also built up in recent seasons. A record 71 European players were included on NBA rosters at the beginning of the previous season, while European players received the Most Valuable Player, or MVP, award five times during the past eight years.
Despite this growing interest, basketball currently accounts for less than 1% of Europe's sports media and sponsorship market, which is estimated to be worth $45 billion.
The NBA expects its 80 years of organizational experience, global marketing reach and commercial model to help European basketball tap into more of that potential.
NBA Europe is expected to get underway in October 2027 with 16 teams operating under a semi-open league format.
Twelve teams would hold permanent licenses, while the remaining four places would be handed out according to performances in FIBA competitions and the Basketball Champions League.
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