Description
As Vice President of Global Media Distribution for the NBA in Europe and the Middle East (EME), Bastien Lacheny oversees the NBA’s media distribution business across EME, through the licensing of NBA games and programming to TV and digital partners. His team looks after the operation that sees NBA games and programming reach fans in 60 countries and territories in more than 40 languages across 34 broadcast partners across Europe and the Middle East.
Joining the NBA in 2017, Bastien has played a pivotal role in the growth of the NBA’s linear TV rights business in Europe and the Middle East, establishing relationships in new markets, and leading the renegotiation of multiyear broadcast agreements with long-term NBA partners such as Sky Sports, DAZN or beIN SPORTS and securing key FTA distribution in the region expanding the reach of NBA programming, such as Canal+ (France) for the 2025 NBA Paris Games.
During the 2024-25 NBA season, Europe saw unique viewership up 69% year-over-year. Weekend primetime games grew 16%, marking the region’s best performance in four years. France recorded its most-watched season, up 37%, with the NBA Paris Game 2025 becoming the most-watched NBA Global Game ever and driving record engagement across TV and social platforms.
Bastien is also in charge of all NBA League Pass revenue for the EME region, the NBA’s direct-to-consumer subscription-based product that provides live and on-demand NBA games.
Prior to joining the NBA, Bastien served as Commercial Director of International Markets for Deltatre, an industry-leading sports and entertainment technology provider, and as Digital Product Manager for Eurosport. Bastien graduated from SKEMA Business School with a Master of Science in Management and International Marketing. Born in France, Bastien is based in the NBA’s EME office in London.
