# Euroleague Plans Unified Digital Platform as US Open Venue Upgrade Continues

By MarketScale Newsroom · Published 2026-09-11 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/sports-teams-are-turning-ott-into-a-data-project-not-a-media-deal

> SportsPro reporting details Euroleague's planned direct-to-consumer platform and the US Open's US$800 million stadium renovation.

## Key points

- Euroleague plans a unified direct-to-consumer platform launching October 2026, per SportsPro
- US Open's Arthur Ashe Stadium renovation is valued at US$800 million with completion targeted for 2027
- Deloitte's cited attendance and streaming figures date to 2007-2017 and are not current 2026 data

Two recent SportsPro reports describe separate technology moves in professional sports: Euroleague Basketball's plan to consolidate its digital platforms, and the US Open's continuing stadium renovation. Both are reported here as distinct developments rather than evidence of a single industry-wide pattern.

## Euroleague plans to consolidate its digital platforms

In a SportsPro interview published 4 September 2026, Euroleague Basketball chief executive Chus Bueno said the organization previously operated its OTT service, website and app on separate backends with different developers. Bueno said Euroleague plans to launch a new system starting in October 2026 in which the platform and source code belong to Euroleague, with outside partners plugged in for services such as ticketing, merchandise and betting.

Bueno also discussed the commercial context for the change, including JB Capital's valuation of Euroleague at €1.41 billion as of the end of the 2025/26 season, according to SportsPro, and the organization's move from a licence system toward permanent club franchises. He connected that planning to the NBA's exploration of a separate European competition, NBA Europe, which SportsPro reported closed its investor bidding process in June 2026.

## US Open renovation and app updates continue ahead of 2027 completion

SportsPro's 27 August 2026 commercial preview of the US Open reported that Arthur Ashe Stadium is undergoing an US$800 million redevelopment, described as the largest in the tournament's history. Some elements, including 2,000 additional courtside seats, were already visible this year, with full completion targeted for 2027. The same preview noted new AI-driven features being added to the tournament's app this year, including a serve-analysis tool and a match-context feature, built on IBM's long-running technology partnership with the United States Tennis Association.

SportsPro also reported that US Open attendance reached 1.14 million in 2025, a nine percent increase from the prior year, and that the tournament's 2026 prize pool of US$108 million represents a 20 percent increase over the 2025 purse.

## Older Deloitte figures provide historical context, not current data

A Deloitte Insights analysis of digital transformation in sports cited NFL and MLB attendance falling below 2007 levels and NHL and NBA attendance declining since the 2012-2013 season, based on figures Deloitte sourced from that period. The same analysis cited a 25 percent increase in fans streaming NFL games in 2017, alongside falling television ratings that year. These figures are more than eight years old and are not current measurements of 2026 conditions; they are included here only as background on trends Deloitte described at the time, not as evidence about present-day Euroleague or US Open operations.

## Sources

- [“I sold at the lowest”: Andrea Radrizzani on his Leeds mistake, DAZN exit timeline and where he’s investing next](https://www.sportspro.com/features/finance-investment/andrea-radrizzani-leeds-united-dazn-eleven-aser-sports-investment/) (SportsPro)
- [‘We should be open, not afraid’: Euroleague CEO on NBA Europe and the cost of fragmentation](https://www.sportspro.com/features/finance-investment/euroleague-nba-europe-basketball-franchises-chus-bueno-interview/) (SportsPro)
- [The business of the US Open: Record prize money, new leadership and an US$800m renovation](https://www.sportspro.com/analysis/finance-investment/us-open-2026-prize-money-tv-rights-sponsors-commercial-preview/) (SportsPro)
- [Digital transformation and future changes in the sports industry](https://www.deloitte.com/global/en/industries/tmt/perspectives/gx-digital-transformation-and-future-changes-in-sports-industry.html) (Deloitte Insights)
- [SportsPro | Where The Sports Industry Goes Next](http://www.sportspromedia.com/) (SportsPro)

Tags: Sports Business, Streaming, Euroleague, US Open, Digital Transformation

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