BARCELONA, June 13, 2024 – Jesus ‘Chus’ Bueno is the new chief executive of Euroleague Basketball, a move that arrives as the association braces for a potential challenge from the NBA’s planned expansion into Europe.
A New Era for European Basketball
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Bueno’s appointment signals a strategic shift for Euroleague Basketball amid growing competition.
- Bueno was appointed by the Euroleague Basketball board of directors.
- He succeeds Paulius Motiejunas, who expanded the league to 20 clubs and increased its presence in the Middle East.
- Bueno’s prior experience includes 12 years with the NBA, potentially easing tensions as the North American league eyes European expansion.
- He reportedly edged out Michael ilgner for the position.
The appointment of Bueno, confirmed by Euroleague in a statement, positions the organization for a pivotal period. he will oversee the league’s overall strategy, focusing on business growth, market expansion, and enhancing the fan experience. What is the primary focus of Bueno’s new role? Bueno will concentrate on growing Euroleague Basketball’s business and solidifying its position as the leading basketball competition in Europe.
From Player to Executive
Bueno’s journey in basketball began on the court, playing for several clubs in Spain, including FC Barcelona. After retiring as a player, he transitioned into governance, holding positions at the Spanish Basketball Federation (FEB) and, crucially, the National Basketball Association (NBA). He spent 12 years with the NBA as vice president of EMEA and managing director of NBA Spain, followed by a role at experiential services agency Legends and most recently leading the development of DAZN’s basketball vertical.
Bueno reportedly secured the role after competing with water polo player turned executive Michael Ilgner. He becomes the third chief executive since Jordi Bertomeu’s 22-year tenure concluded in 2022.
Succession and Gratitude
Bueno takes the reins from Paulius Motiejunas, who oversaw the expansion of the EuroLeague to 20 clubs, including the addition of Dubai Basketball this season. Motiejunas also spearheaded increased activity in the Middle East,notably hosting the EuroLeague Final Four in Abu Dhabi last year.
“The clubs would like to express their gratitude to Paulius Motiejunas for his service, commitment and dedication during his tenure,” EuroLeague stated. “Under his guidance, the organisation has achieved significant milestones and continuous growth that have helped strengthen its position within the basketball ecosystem. The ECA board of directors, on behalf of all Euroleague Basketball clubs wish him every success in his future professional endeavours.”
The leadership change arrives as Euroleague Basketball faces mounting pressure from the NBA, which is planning to launch its own European competition as early as 2027. While most clubs have committed to new licensing deals, some, including Real Madrid, have been linked with a potential move to join forces with the NBA.
Given his extensive background with the NBA, Bueno is seen as well-positioned to foster improved relations with the North american league. This could signal a willingness to collaborate on the NBA’s European expansion while together attempting to retain existing clubs. Euroleague’s statement emphasizes its commitment to continued growth, notably through a recent overhaul of its sponsorship strategy.
Motiejunas had previously voiced strong opposition to the NBA’s European plans, stating that EuroLeague would “continue to fight”. However, with the NBA’s ambitions gaining momentum, Euroleague Basketball evidently deemed a leadership change necessary to navigate the evolving landscape of European basketball.
