The National Basketball Association is set to launch its 2026-27 regular season with an afternoon tip-off on Tuesday, Oct. 20, featuring the Detroit Pistons hosting the Boston Celtics. The 3 p.m. ET start time is a departure from typical evening openers and is widely seen as an effort to cater to a growing European audience.
This strategic scheduling aims to capitalize on increased viewership from across the Atlantic. The 2025-26 NBA season saw significant growth in international viewership, particularly in Europe. According to SVG Europe, NBA games broadcast on Prime Video outside the U.S. experienced a 28% year-over-year increase, with viewership across Europe specifically surging by 129% compared to the previous season. The NBA Finals also saw a 130% increase in European viewership.
Following the Pistons-Celtics opener, the league will proceed with other matchups later that evening, including the Philadelphia 76ers against the New York Knicks, and the Oklahoma City Thunder versus the San Antonio Spurs.
The broadcast of the season opener on NBC and Peacock is expected to reach European fans, who are accustomed to accessing games through platforms like Sky Sports, a distributor for NBCUniversal games in several European markets. The Celtics-Pistons game is scheduled to begin at 9 p.m. local time in London.
This focus on the European market extends beyond the season opener. The NBA has announced plans to host regular season games in Paris, France, and Manchester, England, in January 2027, further underscoring its commitment to global expansion.