The National Basketball Association's long-awaited return to London served up a spectacle of athleticism, celebrity guests, and pure American pageantry, but the event at the O2 Arena was also marked by a significant and visible problem: a large number of empty seats.
A Personal Reawakening Amidst the Squeak of Sneakers
For one journalist in attendance, the event on Sunday 19 January 2026 was a powerful reminder of a dormant passion. The familiar sounds of the game – the frantic squeak of trainers on hardwood, the resonant bounce of the ball, and the clean swish of a perfect shot – reignited a childhood love for basketball, initially set aside due to the sport's imposing height requirements.
The occasion was the first regular-season NBA fixture on British soil since 2019, featuring the Memphis Grizzlies and the Orlando Magic. This followed the Magic's victory over the Grizzlies in Berlin just three days prior, Germany's own inaugural regular-season game.
Celebrity Glitz and Political Shouts in the Stands
The crowd that did fill parts of the O2 was a dedicated, fashion-conscious bunch, with American-style varsity jackets and caps much in evidence. The courtside celebrity roster was impressive, featuring Arsenal's Declan Rice, Liverpool captain Virgil van Dijk, football legend Thierry Henry, and actress Rosamund Pike.
The very American essence of the league was on full display. The Magic's fuzzy dragon mascot, Stuff, descended from the rafters. Breaks in play were filled with dance routines, trampoline dunks, and a halftime concert from pop group Flo. The pre-match national anthems, however, were punctuated by political protests, with one fan yelling "F*** ICE!!!" during The Star-Spangled Banner and another shouting at the US president to "leave Greenland alone!".
The Glaring Issue: A Far From Full O2 Arena
Despite the buzz and the star power, the most discussed topic post-game was the attendance. The arena, though touted as a sell-out, appeared to be only around 70 per cent full. Many fans took to social media to highlight the empty seats and complain about prohibitively high ticket prices, suggesting a lack of effective promotion for the event compared to other successful sporting imports.
This is a notable concern for the NBA, which is actively seeking to grow its international fanbase. The league is more global than ever, with a record 135 international players from 43 countries on opening-weekend rosters this season, representing nearly a quarter of all players.
On the court, the action was breathless and well-received. Memphis Grizzlies' star point guard Ja Morant delivered an MVP-calibre performance with 24 points and 13 assists, leading his team to a comfortable 126-109 victory over the Magic, who remain well-placed in the Eastern Conference despite the loss.
Ultimately, the night in London proved the NBA can export its unique brand of high-octane sport and entertainment, generating genuine passion among UK fans. However, the visible sea of empty seats served as a stark reminder that making the game accessible and marketing it effectively outside the US remains a significant challenge to overcome.
