Nike EYBL event set to boost Memphis economy by over $4.5 million

AVERY BRAXTON // ABC 24 Memphis // VIEW ARTICLE

MEMPHIS, Tenn. — One of the biggest youth basketball events in the country is coming to Memphis this weekend. The Nike Elite Youth Basketball League (EYBL) circuit will be at the Memphis Sports and Events Center (MSEC) May 16-18 and with it comes big business.

For the third year in a row, the amateur basketball circuit will bring some of the best basketball players in the country to Memphis, before they become household names on the college and NBA stage. In 2024, the event featured number one overall in the Class of 2025, AJ Dybansta, and son of Carmelo Anthony, Kiyan Anthony. Two years ago, Cooper Flagg — the projected No. 1 pick in the upcoming NBA draft —  was in the building. 

“It's nothing like the Nike EYBL," said Norton Hurd IV. "I mean, you're playing the next NBA one and done, most of the draft this year, last year, the playoffs. These are guys I have played against, these are guys who have come out my program."

Hurd IV is program director for the Memphis-based Team Thad – one of the 206 teams on this year’s Nike EYBL circuit and sponsored by Memphis native and NBA veteran Thaddeus Young. In a way, he’s hosting this weekend.

"Every college coach will be here this weekend, every media outlet, every Nike director, every Nike coach... All of them are like, 'Where we going to eat, where we going to hang out?' I'm like, 'I still got a coach, game plan,'" Hurd IV said.

This year’s Memphis session is poised to be the biggest EYBL event in Nike's history. It falls during a “live” recruiting session, meaning coaches and scouts from all over the country will be in town on top of the teams and their families. More than 400 coaches are expected to attend.

Kiyla Glasper is in her first year as general manager for the MSEC, but as the former tournament director, she feels right at home coordinating the EYBL tournament. She's grown with the center and watched it bloom year after year.

"I think it shows (Nike) that we are consistent, and I think that it shows that Memphis can handle a market like this with that southern hospitality that we provide as well, and that we're willing to grow with them," Glasper said. "I think it's more than just basketball. It's visibility. We have a facility, that I think, that matches what Nike presents out to the world, and for it to be here in Memphis, I think that that's a great thing."

The MSEC, Nike and Memphis Tourism collaborated to bring the event to the Bluff City. It’s not just about basketball, it’s also about the economic impact to Memphis.

"We're projecting around over $4.5M for this event, with these teams coming and staying in the hotels. They're even in the restaurants. They're going to the attractions," said JJ Greer, director of sports and events for the Memphis Sports Council through Memphis Tourism.

"The logistics are very easy of coming in and out of Memphis, and then all the stuff to do with going to Beale Street, listening to music and then two world-class barbecue festivals going on at the same time."

The EYBL weekend coincides with both the Smokeslam Barbecue Festival by the river and Memphis in May across the street in Liberty Park.

"We want to make sure that they get the full Memphis experience, and that happens to be a little bit of barbecue, that happens to be hanging out in Cooper-Young so we are working as a Liberty Park team to make sure that everyone has that," Glasper said.

Glasper anticipates more than 4,000 people coming through the MSEC. Greer said it translates to more than 8,000 hotel night stays being reserved over the course of the three days. 

Hurd IV thinks there can be an even bigger weekend impact. Riding the coattails of Nike are two other youth basketball events visiting the city. 

Nike's business has also caught the attention of other shoe-brand AAU tournament circuits. Since Nike's first EYBL visit in 2023, the MSEC has also hosted tournaments or events for PUMA, New Balance and Team USA's youth basketball circuits.

Coach Hurd hopes Team Thad and the city can have a good showing for all its visitors.

"Let's be on our best behavior hey, because this is an event that helps us economically, and so we want to make sure it's safe, it's fun. Everybody is comfortable to continue to come back."

Tickets for Nike's EYBL can be purchased for $15. The event is open to the public.