Ben Morel

Founder and president of M2C Sports Advisory and former executive with the NBA, Six Nations and Ligue 1, advising on commercial, digital and investment strategies in sport.

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Dec 3, 2025 • 30min

Why the NBA is betting big on Europe, while football struggles

Ben Morel, founder of M2C Sports Advisory and former NBA executive, dives into the evolving landscape of European sports. He discusses the commercial volatility plaguing football leagues and how the NBA sees Europe as a key growth market. Interesting insights include why broadcasters need new long-term strategies and how a new European basketball league might reshape competition. Morel outlines challenges in Ligue 1 and reflects on investment dynamics in both football and basketball, revealing the complex factors steering the future of sports in Europe.

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