David Kelly, the newly appointed executive director of the NBA Players Association (NBPA), has raised concerns about NBA Europe, the new league launching in fall 2027. He argues that NBA players should receive a share of the revenue from this European expansion, as the league builds on the reputation and contributions of current and former NBA players. Kelly acknowledges that while the current collective bargaining agreement (CBA) does not mandate sharing these revenues, the NBPA intends to push for changes in future negotiations to secure players’ financial interest in NBA Europe.

Kelly also expressed strong criticism of the “second apron” salary cap mechanism introduced in the 2024 CBA, which operates as a near-hard cap and has influenced team management decisions and player salaries. This rule has push teams like the Denver Nuggets to make moves to avoid penalties, affecting roster stability and prompting some players to accept pay cuts. Kelly rejects the league’s justification that the apron promotes parity, pointing out that parity existed before the apron’s introduction and suggests that cost control, rather than competitive balance, motivated the policy.

On the issue of tanking, Kelly commended NBA commissioner Adam Silver for instituting a new “3–2–1” draft lottery system set for next season, designed to discourage losing by flattening lottery odds for the worst teams. While supportive of the league’s initiative to address tanking, Kelly noted that alternative measures have been proposed by players and the union, which the NBPA might revisit if the new system fails to produce results. He linked tanking and excessive player rest to concerns about league integrity and revenue, emphasizing players’ desire to compete.

Kelly also highlighted the recent launch of PLYRS UNTD, a lifestyle brand initiated by the NBPA aimed at leveraging NBA players' name, image, and likeness rights to create business opportunities outside of basketball. He praised the efforts to authentically represent players and amplify their collective influence beyond traditional sports roles. This new commercial venture is part of the union’s broader strategy to increase player empowerment and financial participation in evolving aspects of the NBA business landscape.