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"Basketball's in a different level and stage of its development in the UK and China, but what the Olympics will do is it will certainly put basketball further on the sporting map here in the UK," Ueberroth said. "And I'd say regardless of location, basketball is always one of the hottest tickets in the Olympics and so we think it's a great showcase to have the men's and women's competitions here."
London's O2 arena is scheduled to host the semifinals and finals of the Olympic tournament.
It's regarded as one of the few NBA-ready arenas in Europe, which has been one of the greatest obstacles to any expansion plan. There has to be enough teams so that clubs can go there for an actual road trip, where they would play a few games before returning to North America. There still aren't enough buildings to house those teams, and the collapse of the worldwide economy probably slowed any hopes more would be constructed any time soon.
So the NBA is doing what it can for now, opening offices in major markets throughout Europe to expand its presence on the continent. Ueberroth has a staff in 17 offices worldwide.
"To get to a point where we have franchises, we have to have all of the things add up, including the arenas," Ueberroth said. "For us, it has to be a series of steps, including fan affinity."
The NBA has staged 51 preseason games in 18 European cities. When the NFL and NHL recently started playing regular-season games there, Stern said that would be no great achievement for his league, noting it played games in the regular season in Japan all the way back in 1991.
Besides, the goal was never just to have games in Europe, it was to have teams.
Perhaps this week gets the NBA a little bit closer.
"We certainly think at some point in the future there's an opportunity for that. Again for us, the immediate focus is about the engagement and we're very pleased with the growth that we're seeing," Ueberroth said.
"Down the road, does it lead to an opportunity? We think at some point."
[Associated Press;
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