NBA Expansion 2030 and Beyond: Should the League Look Past Vegas and Seattle?

The NBA’s long-teased expansion conversation is finally heating up, which draws positive and negative reactions. On one hand, there are complaints that there is too much talent, but not enough teams for everyone to get a fair shot. The opposition feels that expansion would water down the league. The truth is probably somewhere in the middle. If nothing else, it could cut down the new epidemic of G-League players returning to college basketball. Of course, there are quiet talks of New Orleans and/or Memphis relocating. It is probably just wishful thinking, but it exists. Yahoo Sports, among others, has reported that the Association will take an expansion vote this summer. Expansion has been the worst-kept secret. Some would argue (me, mostly) that Seattle should have gotten a replacement team the same way the Cleveland Browns did after the Browns moved to Baltimore. For a second, let's pretend that Seattle and Vegas are not options for this round of expansion. Below are five markets that deserve serious attention if the NBA truly wants to broaden its footprint and deepen fan engagement nationwide.

1. Louisville, Kentucky: Basketball Culture with Untapped Passion

Louisville is home to one of the most passionate basketball regions in the United States. Between Louisville and Kentucky's successful lineages across college basketball, an unrivalled culture makes this city stand out. The KFC Yum! Center, a 22,000-seat arena built with professional sports in mind, already meets NBA standards, eliminating the need for costly construction. Louisville is not devoid of challenges. It is a smaller media market (49th to be exact), which would make it the smallest market in the league, by far, without a Fortune 500 base and heavy college sports competition. Its deeply rooted fan base could create one of the NBA’s most loyal markets if given the chance.

2. New Jersey: A Metro Mega-Market with Room for More Basketball

Historically, New Jersey was home to the Nets before their move to Brooklyn, and cities like Newark and Jersey City could support a standalone team with a strong identity distinct from New York. With corporate sponsorships, broadcast appeal, and a huge fan base nearby, a New Jersey NBA club might not just survive, it could thrive. Is it all in the name? Obviously, the Giants and Jets have established New York identities while playing their home games in the Garden State. If New Jersey is nothing else, it is prideful. After moving to Brooklyn 14 years ago, have the fans flocked with them and/or to the 76ers?

3. Kansas City: Central Location and Strong Arena Infrastructure

Kansas City ticks many boxes from a logistical standpoint — it’s centrally located in the U.S., boasts a large media market, and already supports major pro teams in other sports. The T-Mobile Center offers a ready-made NBA-worthy home court, and events like the Big 12 Championship prove that this region loves its basketball. While they may lack the star power that exists in New York, stars such as Patrick Mahomes have advocated for a team. Unlike some smaller markets, Kansas City isn’t overshadowed by nearby NBA clubs, making it a sensible choice for a future expansion slot. The defending champion Oklahoma City Thunder resides 350 miles away as the closest franchise to Kansas City.

4. Virginia Beach: Untapped East Coast Growth Potential

Virginia Beach (often paired with nearby Norfolk) has tried at times to attract major league basketball, most notably through efforts to relocate existing franchises like the Sacramento Kings. While these bids haven’t yet panned out, the region’s population growth, combined with limited professional competition, suggests a market that could be nurtured rather than built from scratch. Its proximity to other East Coast hubs also provides fertile ground for regional rivalries and TV interest. The problem is getting people in and out of the city. It is a logistical nightmare with not much room to improve enough for the league to determine if it is a viable choice.

5. Jacksonville: A Bold Florida Frontier for Hoops

Florida already hosts multiple pro teams in other leagues, and Jacksonville’s steady population growth makes it an intriguing long-term candidate. Realistically, Jacksonville is probably the most speculative of these five due to its proximity to Orlando and Atlanta. Florida is big enough to support a third team. Additionally, Florida is home to two other expansion teams (Orlando/Miami) that have proven wise decisions. But if the NBA ever aims to expand in the Southeast while avoiding direct market overlap, Jacksonville presents a bold but potentially rewarding opportunity.

Why Expansion Matters and What’s Next

The NBA’s decision to consider expansion seriously comes at a time of record valuations, huge new media rights deals, and rapidly growing global interest in basketball. But Adam Silver has also been clear that nothing is set in stone. The league is still weighing economic impacts and logistics before issuing any formal decision. It should not surprise anyone that Seattle and Las Vegas lead the pack when it comes to odds and readiness. But, if the NBA decides to grow beyond 32 teams someday, other cities to consider would include Vancouver, St. Louis, and Birmingham, if it were up to me. You would need 36 teams to ensure that every division has an equal number of teams. Cities like Louisville, New Jersey, Kansas City, Virginia Beach, and Jacksonville may not be at the top of the list at this point, but they represent a mix of passionate fans, strategic growth potential, and untapped opportunities that the NBA shouldn’t overlook.

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NBA Expansion 2030 and Beyond: Should the League Look Past Vegas and Seattle?