Italian professional basketball is embarking on an ambitious journey to reclaim its former glory and ascend to new European heights, driven by fresh leadership and a revolutionary approach to fan engagement and broadcasting.
A Vision from the Top: Maurizio Gherardini`s Mandate
The Lega Basket Serie A (LBA) recently gathered the nation`s basketball community to unveil its ambitious plans for the 2025/2026 season. This event, held atop Milan`s soaring Unipol Tower, symbolized more than just a presentation; it marked the dawn of what is unequivocally being called a “new era” for Italian basketball.
At the helm of this revitalized movement is the LBA`s new President, Maurizio Gherardini. A figure with a storied past in European basketball, including a recent EuroLeague triumph, Gherardini now faces a different, albeit equally fervent, challenge: elevating Italian domestic basketball. His ambition is palpable, described as a DNA-level commitment, and his mantra is refreshingly straightforward: “Improve the product. The objective is to raise the bar.”
This isn`t mere rhetoric; it`s a strategic directive encompassing improvements in club infrastructure, aggressive commercial development, and the creation of a robust digital ecosystem designed to unlock new revenue streams. While Gherardini humorously confessed to a “funny feeling” transitioning from lifting prestigious European trophies to presenting a domestic league, it`s clear his focus remains undiluted. He views the current sixth-place ranking of the LBA among European leagues not as a setback, but as a galvanizing challenge—a clear target for growth that fuels his determination.
The Digital Revolution: LBA TV Takes Center Stage
Perhaps the most significant stride in this new era is the launch of LBA TV, a pioneering direct-to-consumer broadcasting platform. This initiative, championed by outgoing President Umberto Gandini and brought to life through an intensive collaboration with Deltatre, signifies a bold strategic shift: the league is now actively acting as the editor of its own content. After what was described as “five weeks of fire” by Deltatre`s Andrea Marini, LBA TV is live, promising an unprecedented level of access and fan engagement.
With over 300 games slated for broadcast during the season (including 15 free-to-watch matches throughout the year), along with exclusive highlights and original productions, LBA TV aims to be the comprehensive digital home for Italian basketball. Its immediate availability across all major digital platforms, with Amazon reportedly on the horizon, underscores a clear commitment to widespread accessibility. Under the editorial guidance of Alessandro Mamoli and a dedicated team of seasoned professionals, LBA TV is poised to redefine how fans experience the league, fostering a deeper connection and a sense of direct ownership in the product.
Broadcasting Bonanza: Sky, Cielo, and a Unified Fan Experience
While LBA TV spearheads the digital offensive, traditional broadcasting partners are also playing a crucial, complementary role. Sky Sport has made a much-anticipated return to Italian basketball after a decade-long hiatus, dedicating an entire vertical channel to the sport. This significant partnership will feature two top-tier LBA Serie A matches weekly, exclusively alongside comprehensive EuroLeague, EuroCup, and NBA coverage.
This integrated approach, as Sky Sport Director Federico Ferri enthusiastically explained, marks a unified front for basketball enthusiasts, offering a holistic viewing experience that bridges domestic, European, and American leagues. Adding another vital layer of accessibility, eight LBA games will be broadcast free-to-air on Cielo, ensuring that the sport reaches an even broader public. This multi-platform strategy reflects a sophisticated understanding of modern media consumption and a clear intent to maximize visibility and audience growth for Italian basketball.
Beyond the Court: Cultivating Growth and Community
The renewed enthusiasm surrounding Italian basketball isn`t just confined to innovative viewership numbers. Maurizio Gherardini emphasizes that terms like “integration,” “sustainability,” and “sharing” must become the daily lexicon for all LBA clubs. The goal is collective growth, a sentiment strongly echoed by Unipol`s Gianmaria Restelli, a long-standing league partner, who highlighted shared values such as respect, inspiration, and teamwork. Encouragingly, the average attendance figures for LBA games have reportedly returned to levels last seen thirty years ago, signaling a powerful resurgence of grassroots interest and a passionate fan base.
Even the national team is part of this forward momentum, with Luca Banchi now confirmed as the new head coach, tasked with guiding the squad towards future Olympic aspirations. As Federbasket President Gianni Petrucci succinctly put it, the championship is the federation`s “jewel,” and its robust health is undeniably crucial for the entire sport`s ecosystem.
The Challenge Ahead: Elevating European Standing
Gherardini`s journey from continental glory to domestic revival is infused with a deep-seated belief in potential. He firmly believes there`s significant room to improve and to transform the league`s current European standing into a platform for genuine, sustained relevance. This ambition hinges on an integrated approach where clubs actively participate in data and information sharing—a critical lesson gleaned from a past golden age of Italian basketball when such collaboration propelled the sport forward, narrowing the competitive gap even with leagues like the NBA.
This “new era” isn`t merely a rebranding exercise; it`s a profound strategic overhaul, a collective commitment to excellence and innovation. Italian basketball isn`t just seeking to entertain; it`s striving to compete, to lead, and ultimately, to cement its rightful position among Europe`s elite. The stage is set, the players (and the league itself) are ready, and the aspirations are sky-high.
Reporting from Milan, Italy
