The NBA is affirming its standing as a global sports league. This was emphasized by a recent announcement from the league concerning the start of the 2026-27 NBA regular season. The season will begin on October 20, featuring the Detroit Pistons hosting the Boston Celtics. This match is notable not only for the teams involved but for its unique timing.

Traditionally, an NBA season starts with a series of marquee matchups, and this year is no exception, with games between the Philadelphia 76ers and the New York Knicks, as well as the Oklahoma City Thunder and San Antonio Spurs, following the Celtics-Pistons game. However, the early start time of 3 p.m. ET for the Celtics-Pistons game stands out.

“The decision aligns with the league’s strategy to cater to its growing audience in Europe,” noted a source familiar with the league’s decision-making.

The unusual timing may not cater to the majority of North American fans, who are likely to be working during the game. Instead, the timing appears aimed at accommodating European fans. This reflects a strategic focus resulting from a significant rise in NBA viewership in Europe last season.

Data showed a sharp increase in European viewership, with figures from Prime Video indicating a 129% year-over-year increase. The NBA Finals alone saw a 130% growth in viewership in Europe. This rise supports the NBA’s decision to schedule games at times better suited for fans across the Atlantic.

The Celtics-Pistons game will begin at 9 p.m. local time in London. NBC/Peacock will broadcast the event, ensuring European fans can tune in. This move falls under the NBA’s 11-year media deal with Disney, NBCUniversal, and Amazon Prime, which allows for widespread distribution of games through outlets like Sky Sports.

Further emphasizing its global outreach, the NBA plans to hold regular-season games in Paris and Manchester in January 2027. These initiatives are part of the league’s broader efforts to embrace and expand its international market.