The NBA continues to emphasize its presence as a global league, a vision strongly pursued since Adam Silver became commissioner in 2014. The recent announcement regarding the 2026-27 NBA regular season exemplifies this approach. The season will commence on Tuesday, October 20, 2026, with a game between the Detroit Pistons and the Boston Celtics. This match-up is one among several for the opening day, with the Philadelphia 76ers facing the New York Knicks, and the Oklahoma City Thunder taking on the San Antonio Spurs.
A significant change, however, is the game’s unusual timing: the Celtics-Pistons match will begin at 3 p.m. Eastern Time. This early start is not typical for North American audiences, who will mostly be busy with work during this time.
The league’s decision appears largely influenced by its growing European fanbase. The choice reflects an effort to engage European viewers, which is logical given the surge in viewership across the continent last season.
During the 2025-26 season, the NBA embarked on an 11-year media partnership with Disney, NBCUniversal, and Amazon Prime. As a result, Prime’s NBA coverage outside the U.S. jumped 28% year-over-year. Furthermore, SVG Europe reports that European viewership on Prime increased by 129% compared to the previous season, with a 130% rise during the NBA Finals.
The opening Celtics-Pistons game will broadcast on NBC/Peacock in North America, but many anticipate strong European viewership as well. The game will air at 9 PM local time in London.
As part of the media arrangement, NBCU also distributes games in various European locales via Sky Sports, which is broadly accessible through cable networks in numerous European nations.
The NBA plans several regular season games in Europe, with matches scheduled in Paris, France, and Manchester, England, in January 2027.
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