Chus Bueno (Barcelona, 1969) was a professional player –he played several years in the ACB– but his meteoric career has been in the offices: he began his career as Secretary General of the ABP (Association of Professional Basketball Players) and the UBE (European version) at the age of 25, Executive Director and Secretary General of the FEB (Spanish Basketball Federation) at only 36 years of age, and then Vice President of NBA Operations for Europe, Africa and the Middle East for almost 13 years, and one of the creators of the BAL, the NBA’s African league.

In his later years, he was Managing Director of Legends for Spain and Portugal and Global Managing Director of DAZN Basketball to design and execute its global basketball strategy. On January 30, he was appointed the new CEO of the EuroLeague, which has given him full powers to face the complicated situation that lies ahead in European basketball with the foreseeable landing of the NBA Europe in 2027.

The master lines of his project

Chus Bueno visited the MARCA newsroom, the first media outlet in which he has appeared since his recent appointment, to explain the main lines of his project and how he will try to revitalise the EuroLeague as a competition, redoubling the value of the tournament and its teams, as well as assessing how he analyses the arrival of the NBA, which he knows so well.Question. You surprised the basketball world by accepting the position of CEO of the EuroLeague to lead a project that is antagonistic to that of the NBA, where you were an executive for 13 years, which is preparing its landing in Europe in 2027. What led you to make that decision?

When I became interested, I was more involved in investment funds, but basketball is something that I have always carried inside. It’s in my blood, in my DNA. And when the recruiter called me to tell me that the EuroLeague wanted to look for a CEO, I saw that they were serious. I was motivated to return to basketball at a time like the one we are in, to try to help fix the entire European ecosystem and maximize the opportunities that were happening here. The clubs were quite aligned and in the end I decided

I was motivated to return to basketball at a time like the one we are in and try to help fix the entire European ecosystem and maximize the opportunities that are happening

A.And just a month after being elected, a new war breaks out in the Middle East that directly affects your competition because of the direct or indirect involvement of clubs such as Maccabi, Hapoel or Dubai Basketball. So far they have suspended their matches. What are your plans if the war escalates?

I’ve been here for three weeks and one day and I’ve had to deal with some situations… Although there was a rumor that Israel could reach Iran or the United States, we were in contact with embassies. Nobody could expect that this could involve the whole Gulf. Maccabi, Hapoel and Dubai have already managed to leave and will play their home games in Belgrade, Sofia and Sarajevo, respectively. Everyone agreed to suspend this week’s matches because there was no need to go crazy and relocate the venues to be able to play more calmly. And so it has been

Maccabi, Hapoel and Dubai have already managed to leave and will play their home games in Belgrade, Sofia and Sarajevo

Could Maccabi and Hapoel follow in the footsteps of the Russian teams after invading Ukraine and be left out of the tournament as Israel is one of the aggressors of Iran?

At present, this is not planned. We have also had the conflict in Israel with this conflict with Gaza, with Israel and it was not done either. It is an issue in which we have to be close to the governments, to the diplomatic sanctions, as there was with Russia there has not been with Israel, so we will be monitoring from day to day.

There is unanimity, as in your appointment, that you have everything to be the ideal executive to work for the consensus of European basketball, because you are a deep connoisseur of its situation having held management positions in all strata of this sport. Will you achieve that consensus one day or is it a pipe dream?

The first words that came from the NBA after my appointment, both Adam Silver and Mark Tatum said that I could be a man who built bridges or something like that. I know the NBA well, I know them both well. I have a very good professional relationship and personal esteem. I have already spoken with them and we have discussed the situation. They are now at a time when they are testing the market to achieve investments in the product they have presented. They have given themselves until the end of the month, when this period ends we will sit down with the conclusions they have

They announced at Tuesday’s Assembly their intention to raise 1.5 billion euros in capital to support strategic growth initiatives and take the Euroleague to a valuation of 2.5 billion in three years. Where is the money going to come from?R. The key is how to maximize the opportunity. We are divided, we are fragmented and a lot of money is lost, money is burned that should not be burned. It is better to try to see something that we can do together. Let’s try to see what can be done and what can’t, but the trust and the good relationship exists.

The NBA has given itself until the end of the month, when it is over we will sit down with the conclusions they have

What about the lawsuit that Paulius Motiejunas, the former Euroleague CEO, threatened to bring against the NBA and the funds?

It wasn’t just the NBA, they were also looking at the funds and other institutions that were involved in the operations. We have put them in a drawer, they are stopped and what I want is for this period to pass to see how we can sit down with them. If there is an opportunity to work together we will explore it. We are going to explore all the options. And both at club and league level they are willing to do so.

In the Assembly they spoke about creating franchises and extending licenses. How can the 13 fixed licensees be converted to franchises?We have to have our own plan and it has to be at least a three-year plan. Looking at how we can improve the League, these temporary licenses did not help. The valuation of the clubs did not help to be able to make long-term investments for a pavilion. I can’t give you a loan of 25 million. What we had to do was to put it on a good roadmap. We are going to do it from the 2027-28 season.When will these new licenses and the expansion of the competition begin to be managed?

We will open up the market and there is no need to do eight or ten at once. If it cannot be done in a staggered way, we will do an expansion. Each year there could be two or three, those that the market can absorb, those that the league can absorb. This is a business plan and there is a clear will to expand, we believe that it is better to be in more markets on a permanent basis. So these three years we believe that by doing that alone in franchise values we can expand by about 500 million euros. We already have offers of 300 million for ten-year licenses.

This is a business plan and there is a clear desire for expansion, we believe that it is better to be in more markets on a permanent basis

We believe that we can increase credits by 80% in the next three years. You put the company on another level, touching all markets and generating much more business and company valuation, which skyrockets. It is a plan that we are doing with the executive team, which we have also worked with a leading Spanish investment bank and with a market expert who tells you your plan is fine. That’s how we’ve done it and they’ve confirmed it all.

We believe that over the next three years, just by doing that in franchise values, we can expand by about 500 million euros. We already have offers of 300 million for ten-year licenses

We are very confident that we can not only raise 1.5 billion, but we can do much more and we are comfortable and very excited about the plan. It is an ambitious, aggressive and powerful plan and we are confident that we will take it off the script.

To date, Real Madrid, Fenerbahce and ASVEL Villeurbanne have not yet signed their continuity. What is the deadline for them to sign?

We can wait two or three weeks, in early March or early April we will have to know what happens. I always count on the three teams together with everyone. If half of them leave, it’s another plan. If they leave, if one or two teams leave, maybe I think the departure of one or two teams would not change the plan much, but I count on everyone. Madrid is the most important brand and obviously we would like them to be here. At the end of the month we will have the assessment and we will know what the market has answered. If the NBA for whatever reason decides that they want to be there, we have a very good plan and if for whatever reason they decide that they no longer want to come, let’s see how to maximize that opportunity together.

Why do you think it is better for Europe to go hand in hand with the Euroleague instead of going alone?

Because if you do it with the 12 clubs, the 13 counting CSKA, you already have the best fans, the best cities, the best teams. You don’t have to split it in half, because it’s a fundamental part. The value goes in half. Do you want to dilute value? Anything that fragments or divides is a basketball evil and dilutes its value. What makes more sense is to sit down, try to find those bridges we were talking about and since there is a good relationship and trust, I think at the league and club level it can be achieved.Is an alliance between the NBA and the EuroLeague possible?

Of course it is possible. Of course. When the deadline set by the NBA to get the investment passes, we will see. But even talking also with Mark Tatum last week we already made it clear. They know that we are here and we have agreed to let this period pass, but we are looking forward to sit down and see how we can find a point of collaboration.

Real Madrid is the most important brand and obviously we would like them to be here

And what situation does this leave the national leagues in?

I don’t want to go into it because it’s the NBA’s business, it’s the NBA’s league. But what I can say is that we have an opportunity between all of us and I have been in FIBA, I have been in all parts of the table. I think it’s a good time and that fragmentation doesn’t have to be between the NBA and the Euroleague. Fragmentation goes with everyone, with everyone. So let’s see if we can get an ecosystem that works for everyone by being together. That would be my dream, that’s why I’m here, and I hope it’s a possible mission. That would be the big goal behind anything that happens in the coming months.

In the meantime, as we have our plan clear, we are going to expand more as franchises, to look for new markets, to improve the business in terms of production, television, things that can be done, we can call it a Euroleague 3.0.Juan Roig said that it is key to have large pavilions.

We have to see how we can renew them. Maccabi’s needs a complete overhaul, Barca’s needs a new one… Well, you can access here. There is a formula that is already pre-agreed, as there was with the Bernabeu. We will have to look at business models. You don’t buy the club, but you are going to receive a leisure part and get your money back. This is what is being done in almost all the pavilions. It also depends on the team. Madrid is a great club and will be able to do it as it pleases because it knows how to do it, but maybe there are other clubs that having this vehicle can do it. If not, it is more difficult for them to access and we can help them in the process and give them peace of mind as a guarantee. There is a company with a fund that wanted to make us an offer this week to be able to close it now, but we are going to wait a little bit. We already had it.

Let’s see if we can get an ecosystem that works for everyone by being all together. This would be my dream, which is why I am here, and I hope it is a possible mission.

The transformation of the business model is very interesting. Madison Square Garden has customers. One is the Knicks, another is hockey, another is boxing. And that’s the platform. In the more European mentality, the club is the platform and has a pavilion. Things are changing to make your pavilion the generator of resources and what you need are recurring customers so that this pavilion exploits to the maximum all operations. The future is that they are multidisciplinary. Live experiences are becoming more and more popular with people.

Will the pavilions have minimum capacity requirements?R. No, the ones we have.

We are going to expand more as franchises, to look for new markets, to improve the business in terms of production, television, things that can be done, we can call it a Euroleague 3.0

Is the issue of meritocracy a concern for you? Fans prefer these leagues in which sporting achievement is rewarded and it is not a closed competition.

We are reviewing it. Right now it is as it is, but if we expand the competition, in three or four years there may be room directly for the national leagues. Everything is on the table. Now we are still in the process of working and seeing how we are going to do the future competition systems depending on the expansion plan.

Is the competition system going to change next season?

We will decide at the next assembly. We are evaluating because there have been many trips, but at the same time people are also happy because the income is higher and there is more competitiveness. We have also talked to doctors. The perception and what is said is that there are more injuries, but you look at figures with other years and it is not true. Some clubs proposed two divisions, but at the moment there is no decision on the competition system.

Is there any chance that more clubs from Saudi Arabia will join?R. The EuroLeague generates interest. And not only from Abu Dhabi. There are many cities and many teams that want to enter. When we do the expansion, we will go case by case.

Do Russian teams have any chance of returning soon?R. I don’t know. I admire CSKA. If the conflict were to end, we would be delighted for him to return when everything is normalised.

Could Donald Trump’s friction with the European Union hurt the NBA’s arrival?A. Everything that happens in the world of politics has an impact on society and society reflects it. There is rejection in some sectors of society, but I don’t think people will say that from now on they don’t want anything American.

Between a Celtics-Lakers and an Olympiacos-Panathinaikos at the same time, I would watch the Greek derby. In fact, I’ll be in Piraeus on Friday to watch it

You’ve been in the NBA for 13 years. If they play the same now a Celtics-Lakers and a Madrid-Bara or an Olympiacos-Panathinaikos, which one do you watch?R. The Olympiacos-Panathinaikos, clearly. In fact, I will be in Piraeus on Friday to see it live and to feel that European passion that we have. The other one I would watch recorded.

We have just come from the FIBA Windows. Is it possible to resume talks so that EuroLeague players can play regularly with their national teams?A. As with other issues, everything is on the table. Why doesn’t it have to make sense if we are to help each other? Maybe the Euroleague also wants to be helped in some things. We don’t have to say no to everything. I want to build bridges with everyone. My door is open. We should not be afraid to have the conversations that are necessary on any subject.

From your experience in the NBA, what would you bring to the EuroLeague? And you can’t say Doncic, Jokic, Antetokounmpo…

You took the answer away from me, because I would bring all the European talent. Europe produces talent and we know how to compete. You can always learn something from everyone. I’ve been in the world of football for two years and I’ve learned a lot. I have a love for the NBA and there are things I like and things I don’t. There are things about my children that I don’t like and they are my children. It happens with everything. The NBA has good and bad things. Much more good than bad, because it is the most global brand of basketball. But the European DNA is different and if you come here with the American DNA there are things that maybe do not work and you have to learn them. The Euroleague has many good things that it can contribute.

We can all learn from each other, but I think Europe and the EuroLeague have a very cool model that works very well with a premium brand, a very good brand that has a great competition, with great teams and has a lot to offer.

We can all learn from everyone, but I think Europe and the EuroLeague have a really cool model that works really well with a premium brand, a really great brand that has a great competition, with great teams and has a lot to offer. Let’s be humble, we want to learn from everyone, but we also have a lot to teach. That’s why, since I’ve been in the job, the amount of funds, partners and agencies that want to work with us or with me is amazing. I’m amazed. Our brand is much stronger than I thought it was.

NBA players also come to Europe.It offers its things for its ideas, its European culture, its way of playing, its way of feeling… That is a very important value not only for the European player. There are many Americans who have been here for many years and have integrated well. The Euroleague is a very good competition, people like it and players want to come. We offer them a high level competition and with the plans we have we try to improve so that they still have better content, better rewards and that it is an even better league.

Does it make sense to hold the Final Four in a football stadium? Yes, why not? But we would have to talk about the quality of the spectator. With 20,000 people you are already far away. With 80,000, much further away

We are facing the most evenly matched Euroleague. Real Madrid, Valencia Basket and Barca have a chance of reaching the Final Four. If they get in with a new Spanish boss…

There is the possibility of three Spaniards or zero or two Greeks… Before there was a Lithuanian and Zalgiris did not play the Final Four. Let’s hope that the best win, that the games are fair, that they are close, and that the best wins the Final Four, which is the best event in European basketball. This one in Athens is going to be spectacular. We could fill three pavilions.

Would you like to do it in the future in a football stadium? At the Bernabeu, for example.A. If it makes sense, why not? But you would have to talk about the quality of the spectator. With 20,000 people you are already far away. With 80,000, much further away. It would be better to have a slightly smaller stadium.