Itoudis Calls for Euroleague Expansion to 30 Teams: A Vision of Conferences and Playoffs or an Approaching Commercial Revolution?

While most of the European basketball world remains focused on analyzing each free throw in the playoffs, a voice that has lifted the Euroleague trophy multiple times has raised a much larger question: Is the continent's premier club competition strangling itself by limiting itself to 20 teams?

Dimitris Itoudis — the coach who has led Olympiacos, CSKA Moscow, and is now associated with Europe's most ambitious campaigns — has been unambiguous. In statements that caught the attention of professionals, he proposed a clear expansion roadmap: from the current 20 teams, to 24-26, then reaching 30 teams with an official conference structure and playoff system. "If God wills it, I want to see Euroleague reach 30 clubs," Itoudis said — a philosophical statement, but behind it lies an extremely specific business blueprint.

The Current Picture: 20 Teams and an Involuntary Limitation

Euroleague began the 2026-2026 season with 20 teams, playing a double round-robin, then the top 8 advancing to the quarterfinals. This formula has been established for years, but according to Itoudis, this structure is creating a serious paradox: Europe's most prestigious club competition doesn't actually have a real playoff system — instead, there's only a single Final, one game deciding everything while lacking the full journey of multi-game elimination rounds.

He describes playoffs as the "pinnacle of basketball" — where every element from tactics to fitness to psychology is tested through consecutive games, not just one random night. For him, a single championship game is a sporting tragedy: it can create the perfect moment, but it can also negate an entire season just because of one bad night.

This is not the perspective of an outsider. Itoudis has commanded CSKA Moscow through countless series against Real Madrid, Barcelona, Olympiacos — he understands the commercial value of a multi-game series. Every playoff game is a media product, every elimination round is another chapter in a story that captivates audiences. Euroleague currently sells trailers, but lacks the complete film.

Conference Structure: Solution or Additional Complexity?

Itoudis's proposed model includes two core elements: a conference system dividing 30 teams into regional or competitive groups, and multi-game playoffs instead of a single final. This is a model NBA has proven effective for over five decades: the conference structure creates hundreds of meaningful games, each with clear stakes and media value.

Commercially, the conference structure offers a dual advantage. First, regional derbies — matches between Mediterranean or Northern European teams — always draw higher audiences and broadcast value than games lacking competitive history. Second, increasing from 20 to 30 teams means more players, coaches, referees — each person is a link in the league's commercial ecosystem.

However, this is where significant risks emerge. Based on years of following Euroleague seasons, I recognize a structural issue: Euroleague currently operates on long-term licenses (A Licenses) for major clubs, meaning not all teams have equal competitive incentives. A 30-team conference system could create too large a quality gap between groups, making some games meaningless competitively — something Itoudis himself acknowledges as "blowouts" being a current problem.

Signals from FIBA: Green Light for a Bigger Game

A detail often overlooked in Euroleague analysis is the historical tension between the competition and the International Basketball Federation (FIBA). For years, both sides contested control over international schedules, broadcast rights, and club competition authority. But recent signals show significant reconciliation: FIBA has officially given the "green light" for players, athletes, and referees to participate in club competitions — a move understood as a precursor for club team integration in the future.

For Itoudis, this signal is a crucial stepping stone. He speaks not just about team expansion but about the return of Russian teams — CSKA Moscow, Zenit Saint Petersburg — teams removed from Euroleague following international sanctions. "I want to see the return of Russian teams," Itoudis said, a statement with pure sporting merit but also deeply geopolitical.

Financially, bringing Russian teams back is not just a sporting story. The Russian market is one of the largest for European basketball broadcasting, and CSKA Moscow consistently ranks among the top 10 highest-revenue Euroleague clubs. Their absence has created a significant financial gap for the entire ecosystem.

Risks and Opposition: The Debate Isn't Over

Not everyone agrees with Itoudis's vision. Some analysts worry that expanding to 30 teams will dilute competitive quality, create too many unappealing group stage games, and ultimately reduce Euroleague's brand value in the eyes of sponsors and broadcasters.

This opposition has basis. With competitions like football's Champions League struggling to balance expansion and quality, Euroleague could learn from their football counterpart's mistakes. A 30-team league with 10 blowout games each round won't attract television audiences — and that's Euroleague's primary revenue source.

However, Itoudis has an argument that opponents find difficult to refute: finances. "More teams means financial stability," he said. With many Euroleague clubs struggling with home revenue, broadcasting rights, and sponsorship equations, increasing participating teams means more revenue from more markets, more sponsors, and more valuable broadcasting deals.

The 10-Year Vision: Long-Term Story or Temporary Ambition?

Itoudis says he wants to "still be alive and kicking" to witness Euroleague's development over the next 10 years. For a coach now in his 50s, this isn't just an emotional statement — it's a commitment to a long-term vision that many current league leaders lack.

From a sports business perspective, I highly value the consistency in Itoudis's argument. He doesn't just propose expanding team numbers; he builds a clear roadmap: 24-26 teams as an intermediate step, 30 teams as the destination, with conferences and playoffs as the competitive structure. This is how an executive thinks about the future — not a giant leap, but a measurable and adjustable roadmap.

The remaining question is whether Euroleague is ready to listen. With expansion decisions still under debate, Itoudis stands as a change proponent in a system operated by multiple stakeholders with different interests. But following league reform discussions worldwide, I recognize a basic principle: the biggest changes usually come from people with enough credibility to speak, and Itoudis — with two Euroleague championships with CSKA Moscow — certainly has enough.

Euroleague stands at a crossroads. Twenty teams is the past, 30 teams is the future. The question isn't "whether to expand" but "how to expand without breaking what made the league valuable in the first place." Itoudis has given his answer. Now it's time for decision-makers to respond.