Anunoby convinced that NBA Europe will transform basketball in the UK
The NBA Europe project is generating more and more buzz, and its first ambassadors didn’t wait to show their enthusiasm. Speaking to the BBC during a stay in his hometown of London, Anunoby shared his thoughts on an initiative that could change the face of European basketball.
“I think it’s great. Basketball keeps growing, especially here, in London and Manchester,” said the Knicks forward. “It’s exciting, and I think it’s going to take basketball to the next level here.”
A launch planned for 2027…
The league, set to launch in October 2027, is expected to include between 12 and 16 European teams. London and Manchester are among the candidate cities, and bidding for franchise rights has reached sky-high levels: between $500 million and $1 billion per targeted city. The deadline for final bids was set for June, and the identities of the first selected franchises could be announced as early as this year.
On the NBA side, optimism is high. “We’ve seen incredible demand in recent months for NBA Europe, especially with the bidding closing,” said Laura Pinnell, vice president of the Consumer Group and the league’s marketing head for Europe and the Middle East. “I’d say the UK is one of the biggest opportunities in the whole project. The growth potential is huge. There’s a franchise in London, discussions around a franchise in Manchester.”
🏴 There has been so much talk about the London Lions as a candidate to be one of the teams for NBA Europe
🏀 OG Anunoby became a minority investor of the club, but told @mundodeportivo is not anymore
Still, he thinks London and Manchester can be successful bets of NBA Europe pic.twitter.com/JGhKZPV8GZ
— Toni Canyameras (@Canyameridis71) January 29, 2026
… with huge ambitions
Anunoby embodies the potential of this market. Born in London, the two-time NBA champion is the figurehead of a growing British contingent, alongside Amari Williams (Boston Celtics) and Tobi Lawal, who is about to make his NBA debut with the Dallas Mavericks.
On a personal level, the former Raptor has also invested in developing a community basketball court in Camden, showing a commitment that goes beyond words. But his sporting ambitions remain intact: after playing a major role in the Knicks’ first title since 1973, Anunoby is now aiming for a historic back-to-back. No team has managed to win two consecutive titles since the Warriors in 2017 and 2018. “That’s our goal this year,” he said, before acknowledging that the threat could come from anywhere: “The whole league. It’s a very tough competition and every team is capable of beating us.”
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