By JOSEPH BARCLAY, SPORTS BETTING REPORTER
Published: 11:36 EST, 19 January 2026 | Updated: 11:36 EST, 19 January 2026
For the first time in seven years, London played host to an NBA fixture as the Memphis Grizzlies and Orlando Magic went head-to-head at the O2 Arena on Sunday.
For a first-time viewer of a live NBA game, the glitz, glamour, half-time entertainment and celebrity presence made it feel more like a Film & TV awards night than a regular-season basketball contest.
It was Memphis who came out on top, with a 24-point performance from superstar Ja Morant and a 21-point showing from little-known Australian Jock Landale helping the Grizzlies claim a 126-109 win.
While the game itself wasn't particularly competitive, the incredible spectacle is a far cry from a league that, in the 1980s, broadcast NBA Finals games consisting of Magic Johnson's Los Angeles Lakers and Larry Bird's Boston Celtics on tape delay.
Memphis Grizzlies superstar guard Ja Morant was a standout - dropping 24 points to help his side claim a 126-109 win over the Orlando Magic at the O2
The contrast underlines the extraordinary growth of a sport that has evolved from a largely domestic product into a global phenomenon - now ranking second worldwide in participation.
The NBA's global rise has made further expansion inevitable. Enter NBA Europe - a proposed league backed by the NBA in partnership with FIBA which would feature teams based in major European cities and operate alongside existing domestic competitions rather than replacing them.
While details around team locations, timelines, and structure are yet to be finalised, league officials have framed NBA Europe as a long-term investment designed to strengthen the sport's ecosystem and connect European fans more directly to the NBA brand.
When speaking with media in London on Saturday, NBA Commissioner Adam Silver outlined the NBA's projected timeline, and noted that the league views the process as a long-term investment.
'There's been a lot of discussion around the potential for what we're calling NBA Europe, or an independent league operating here. As I said at a media event in Berlin, to us it's the next frontier of growth. Again, multi-decades in the works,' Silver said.
'2027-28 is ambitious but continues to be a potential target for this league. We believe that, based on the planning we have done and the experience of many of the potential team and club owners in this league, that that is doable.
'In the next several months, you will see additional announcements from us. But again, because we think this is a forever project – we wanted to make sure we were approaching it in a deliberate way, and that we were learning as we go.'
The proposed league has also been praised by past international players. Two-time NBA Most Valuable Player Steve Nash – who was in London as part of Amazon Prime Video's NBA broadcast team - outlined the positive impact NBA Europe could have on bolstering development pathways across the continent and further expanding the league's presence in the region.
'In the big picture, I think NBA Europe could be a great venture,' Nash said.
'The EuroLeague has been great, but it doesn't feel like it has grown and it's not going into new markets. So, I think new investment, a new format, new storytelling and a new connection to the history of the game is exciting. I think it will be really good if NBA Europe takes off.'
Steve Nash - who was at NBA London as part of Amazon Prime Video's NBA broadcast team - spoke about the proposed NBA Europe venture
Much of the discussion around NBA Europe centres on its potential structure – as to whether it will draw on existing EuroLeague clubs and football giants or introduce a slate of new teams.
Some argue that connecting with historic clubs is the safest path for NBA Europe, but Nash sees starting fresh as an equally viable way to grow the league.
'I do think it would help if some teams had a connection with an existing club or major brand in European basketball. Tapping into an established fanbase and a recognisable historical brand would be great,' he said.
'But I don't think it has to be the only way. Creating a new league and starting new clubs is also a very viable way to build a top-level European competition. It could be really strong. Ultimately, it's a start-up, and these things take time.
'Even after four, five, six, or 10 years, they're still in their infancy and need sustained investment, growth, and patience.'
Nash's comments acknowledge one of the central anxieties surrounding NBA Europe: the risk of alienating deeply rooted fan cultures. By emphasising the value of connections to historic clubs and established brands, it recognises the importance of tradition and identity in European basketball.
At the same time, the openness to creating entirely new clubs reflects an NBA-style franchise mindset, where long-term growth and commercial investment can eventually generate their own culture.
And with 135 international players currently in the NBA, NBA Europe represents a further chance to cultivate the region's rising stars while simultaneously building a league that commands respect on the global stage.
Orlando MagicLondon