Home » TOURISM NEWS » NBA Brings The Thrill To Europe: Historic Games In Berlin, London, Paris, And Manchester Ignite Tourism And Global Fan Excitement: What You Need To Know Now
Wednesday, July 30, 2025
Continuing in its global marketing push, the NBA has announced its first-ever regular-season game in Germany scheduled for January 15, 2026. A significant step in the league’s international strategy, the games are a part of an intended three-year schedule of N.B.A. games in Europe from 2026 to 2028. The Grizzlies will now play the Magic, the game in Berlin, and it is expected to significantly help in terms of boosting the tourism industry as well as in connecting global fans of basketball with the NBA.
This latest chapter in the NBA’s history will not only deliver the most competitive game of basketball to Germany but will bring exposure to Berlin, London, Paris and Manchester as leading global tourist destinations. There will also be tourism and local business opportunities offered from the events, which also adds to the sport tourism trend where foreign fans will visit for the local flavour of NBA games.
First-Ever NBA Regular-Season Game in Germany: A Tourism Boost for Berlin
The NBA’s choice to debut a regular-season game in Germany underscores the growing importance of Europe in the league’s international expansion efforts. The game will take place at the Uber Arena in Berlin, a city known for its vibrant culture, rich history, and modern entertainment scene. Over the years, Berlin has transformed into one of Europe’s leading cultural hubs, attracting millions of visitors annually for its iconic landmarks like the Brandenburg Gate, Berlin Wall, and Museum Island. This event will enhance Berlin’s appeal, offering sports tourism enthusiasts the chance to combine world-class basketball with the city’s cultural and historical experiences.
With the Orlando Magic featuring three German players—Franz Wagner, Mo Wagner, and Tristan Da Silva—there is an added layer of excitement and local pride, which will likely attract a large German audience. These homegrown players increase the likelihood of strong local engagement, further strengthening the connection between the NBA and Germany’s sports culture.
From a tourism perspective, the event will also boost travel to Berlin, as visitors from around Europe and beyond will flock to the city, adding to its already thriving tourism industry. The economic impact on local businesses, including hotels, restaurants, and retail, will likely be substantial, as fans book accommodations and engage in other leisure activities around the event.
Expanding NBA’s European Footprint: London, Paris, and Manchester
In addition to the Berlin game, the NBA will return to London on January 18, 2026, for another regular-season matchup between the same two teams. London has long been a favorite destination for NBA games, hosting five regular-season matches since 2011. With The O2 Arena as the venue, the event will be another milestone in the NBA’s deepening ties with the UK. Known for its diverse culture and iconic attractions such as Buckingham Palace, the London Eye, and the West End, London continues to be one of Europe’s most visited cities. The NBA London Game 2026 will further solidify the city’s role as a major stop for sport tourism in Europe.
Looking ahead to 2027, the NBA will also play games in Manchester and Paris, marking Manchester’s first NBA game. Paris will host its sixth NBA regular-season game, continuing its reputation as a major hub for international sporting events. Manchester, with its rich football history and growing cultural scene, will add a fresh dimension to the NBA’s presence in the UK. Together, Paris and Manchester will bring high-quality basketball to two of Europe’s most exciting cities, while offering fans the chance to enjoy a mix of sports and cultural tourism in iconic European settings.
The Rise of Sport Tourism and Its Impact on Local Economies
The NBA’s expansion into these cities reflects the increasing global appeal of sport tourism, a sector that has seen strong growth in recent years. According to the European Tourism Association, sporting events such as NBA games are increasingly attracting international visitors, who spend money not just on tickets but also on local accommodations, dining, transportation, and shopping.
With millions of NBA fans around the world, hosting such events provides a unique opportunity for host cities to tap into the global tourism market. For example, fans traveling from the US, Europe, and even Asia will contribute to the local economy by booking flights, accommodations, and enjoying various experiences around the games. This tourism influx brings positive economic benefits, particularly in cities that may not traditionally host large-scale international events.
Furthermore, the local hospitality industry in Berlin, London, Paris, and Manchester stands to benefit immensely from the NBA’s increased presence. Hotels will experience increased bookings, especially in the run-up to the games, with tourists seeking sports-related experiences, as well as additional services such as guided city tours and VIP packages. These offerings cater to tourists looking for more than just the basketball experience, providing a full-fledged tourism experience around the event.
Creating Lasting Impact: NBA’s Long-Term Contribution to Regional Growth
The NBA’s commitment to Europe goes beyond just playing games—it’s also about fostering cultural exchange and promoting a positive image of sports and tourism in the region. With each event, the NBA helps to increase international exposure for the cities it visits, encouraging more visitors to return and explore other parts of these countries.
By engaging in collaborations with local sports organizations, businesses, and tourism authorities, the NBA is creating a legacy that goes far beyond the event itself. This collaborative effort aims to build lasting relationships between the league and the host cities, ensuring that these sport tourism events continue to thrive for years to come.
Conclusion: A Bright Future for NBA in Europe
While the NBA is busy expanding its work in Europe, by developing broader fanbases with international games and sports tourism, new opportunities are emerging for cities such as Berlin, London, Paris and Manchester. By staging these games, the NBA is promoting their brand on a global level, bringing money to host cities(Games are a unique opportunity for basketball fans to experience the league and each city’s cultural offering.
With future games planned in these cities as well as possibly expanding to other European destinations, the NBA continues to play an integral part in the transformation of sports tourism and offers up memorable travel experiences that put the thrill of the game into the mix of some of Europe’s most famed and enticing cities.
