LeBron James has spent two decades redefining what it means to be a basketball superstar. Now, as his playing career nears its twilight, he and longtime business partner Maverick Carter may be preparing to redefine the sport itself.
According to ESPN’s Brian Windhorst, James and Carter are reportedly assembling a group of investors to launch a new basketball league designed to compete directly with the NBA. The twist? The league would not be rooted in the United States, but instead carry a distinctly European flavor.
Reports suggest that Carter has been advising a consortium of private equity funds and international backers seeking to raise as much as $5 billion for the project. The proposed league would feature both men’s and women’s teams, with games staged across major global cities. The ambition is clear: to create a truly international alternative to the NBA, one that blends the glamour of American basketball with the deep-rooted traditions of European club culture.
The decision to look beyond U.S. borders is strategic. Europe already boasts a passionate basketball fan base, storied clubs, and a growing appetite for marquee talent. By tapping into that infrastructure, James and Carter’s group could sidestep the NBA’s dominance in the American market while still attracting global stars.
As one source put it:
“They don’t want it to be a U.S. league, they want it to have a European flavor.”
If realized, this would mark the NBA’s first significant rival since the ABA merger in the 1970s. While the NBA has long been the undisputed pinnacle of professional basketball, the rise of international stars like Luka Dončić, Giannis Antetokounmpo, and Nikola Jokić has underscored the sport’s global reach. A league with European roots could capitalize on that momentum, offering players new opportunities, and potentially new paydays, outside the NBA’s structure.
For James, the move would be seismic. Already a billionaire athlete with ventures spanning media, entertainment, and business, launching a rival league would cement his influence not just as a player, but as a power broker in the sport’s future.
Skeptics will point to the logistical and financial hurdles, from player contracts to TV rights, that have doomed past challengers. But with James’ global profile and Carter’s business acumen, this project carries a weight few others could.
