The NBA is going global in a big way this season, and the Orlando Magic are front and center in that push. With back-to-back international games - first in Berlin on Thursday, then in London on Sunday against the Grizzlies - the league is making history by hosting two regular-season games in two different European cities in the same season. That’s a first, and it’s a clear signal: the NBA isn’t just expanding its footprint - it’s planting roots.
For the Magic, this trip is more than just a business move or a scheduling quirk. It’s been years in the making. According to Magic president of business operations Charlie Freeman, the franchise has been eyeing this kind of opportunity for a while, and now it’s finally here.
“The global games are always huge for us,” Freeman said earlier this week. “This will be the third time going back to London, but first time in Berlin.”
It’s also a homecoming of sorts. Berlin is buzzing with excitement thanks to the return of the Wagner brothers - Franz and Moe - who are suiting up for the Magic in their home country.
Add in fellow German forward Tristan da Silva, and the Magic suddenly have a distinctly local flavor for German fans. But this isn’t just about one country or one market.
This is about the NBA continuing to build a truly global game.
And the numbers back that up. Fans from 62 countries are attending the two games - a record for any NBA event, according to the league.
That’s not just impressive, it’s unprecedented. It speaks to the NBA’s reach and the growing passion for basketball around the world, especially in Europe.
Kelly Flatow, the NBA’s global head of events, put it simply: “We’re the most popular U.S. sports league here in the UK and Germany. Basketball is the fastest growing participatory sport in both markets.”
And this isn’t a one-off showcase. It’s the result of decades of groundwork - from grassroots programs to preseason tours to marquee events like this. The NBA has been steadily building its international presence, and these games are the payoff.
By the time the Magic wrap up this trip, they’ll have played 15 games outside of the U.S. and Canada since 1993. That includes stops in Japan, China, Mexico City, Brazil, and now Germany and the UK. It’s part of a long-term strategy - one that aligns with the league’s broader push to meet fans where they are.
“We have done, as a league, such a great job in pushing the game globally,” Freeman said. “Really, it comes down to the players.
When you look at the last, I think, six or seven MVPs, (they) have been international. And as you look at the total percentage makeup, it’s close to 35% of international players.”
That stat tells the story. The NBA’s global growth isn’t just about marketing - it’s reflected on the court.
The league’s most elite talent is increasingly international, and that’s fueling fan interest in markets that were once considered secondary. Now, they’re front and center.
And the Magic are hoping to turn that international interest into something more permanent. They want fans who catch a game in London or Berlin to remember the experience - and maybe even make a trip to Orlando part of their future travel plans.
“We have really wanted fans when they come over to enjoy a Magic game and make them Magic fans when they go back home,” Freeman said. “With our trips in the past … it’s about bringing people back to Orlando, and when they’re here, why not catch a Magic game?”
The comparison is a smart one. Just as American tourists make it a point to catch a Premier League match when they’re in the UK, the Magic want international travelers to make an NBA game part of their Orlando itinerary. It’s a strategy that blends tourism, fandom, and brand building - and it’s working.
But the NBA’s global push isn’t just about the games. All week, the league is rolling out a full slate of interactive events, youth development programs, and community outreach efforts. In Berlin and London, the Magic and Grizzlies are teaming up with the NBA to run basketball clinics and training sessions for more than 7,500 youth, coaches, and referees combined.
“Ninety-nine percent of fans will never be able to come to an NBA arena and see an NBA game, so this is an opportunity for us to create authentic NBA experiences outside of the game itself,” Flatow said. “It’s not just the games themselves, but the games are the crescendo of that.”
That’s the bigger picture. The NBA isn’t just exporting its product - it’s investing in the next generation of players and fans. The hope is that today’s kids in Berlin or London - watching Franz Wagner light it up on his home court - will be tomorrow’s stars, inspired by moments like these.
It’s the same ripple effect that Dirk Nowitzki had on the Wagner brothers. Now, they’re carrying the torch for the next wave of European talent.
And the NBA isn’t slowing down. After London, the league already has plans to head to Manchester in 2027 and return to Paris in both 2027 and 2028. The message is clear: this is a long game, and the league is fully committed to it.
“It is an opportunity for us to showcase, not just to the local fans but to our fans around the world, the growth of our game,” Flatow said.
As for what’s next? The Magic and Grizzlies will take the floor in London on Sunday. But the impact of this trip - for the teams, the league, and the fans - is going to last a whole lot longer than four quarters.