With more than 20 years of experience in digital media across entertainment, telecommunications and sports, George Aivazoglou oversees the NBA’s business and basketball development efforts in Europe and the Middle East (EME), focusing on growing the league’s fanbase and business in the region.

Since March 2024, George has been leading the NBA’s exploration of a new professional men’s basketball league in Europe that would accelerate the growth of the game across the continent. In collaboration with International Basketball Federation (FIBA), the new league would be integrated into the current European basketball landscape, with teams also participating in their respective domestic leagues. In addition to permanent teams in marquee European cities including London, Paris, Milan and Berlin among others, the league would offer every club in a FIBA-affiliated domestic league in Europe a merit-based pathway to qualify on an annual basis. As part of this new league, the NBA would invest significantly in the broader European basketball ecosystem, dedicating funding and resources to the development of players, coaches and referees at all levels of the game.

The NBA and FIBA’s goal is to maximize the competitive and commercial potential of basketball on the continent by creating a global league based in Europe that builds on and celebrates Europe’s rich basketball traditions and passionate fanbases while benefiting from the NBA’s league and team operations expertise.

Aivazoglou, a native of Thessaloniki, Greece, holds a master’s degree in marketing from Athens University of Economics and Business and a bachelor’s degree in international business and economics from the University of Macedonia.