Oleksiy Yefimov is General Manager of AS Monaco Basket, a team that has made an astonishing rise in European basketball. In just three short years, Monaco has secured a strong foothold in the EuroLeague and become a powerhouse in the sport. 

In this interview with Editor in Chief Cassandra Tanti, Oleksiy discusses the team’s key objectives for the upcoming season, the crucial recovery of Mike James, and his ambitious plans to build a larger state-of-the-art arena for the Roca Team. 

We’ll also dive into why VIPs and celebrities like F1 driver Charles Leclerc and tennis legend Novak Djokovic are flocking to courtside seats, making Monaco one of the hottest tickets in basketball.

To listen to the 17 minute podcast interview, press play below…

Monaco Life: Oleksiy, let’s start with the fact that Monaco has had impressive strides in the EuroLeague. What are your key objectives for the upcoming season?

Oleksiy Yefimov: Well, to begin, I think the most important thing is consistency. Consistency is what we will aim to show, and this is one of our main goals. We want to be consistent both on and off the court because since we joined the EuroLeague family three years ago, we’ve been consistently growing, and we want to keep that direction. In terms of results, we obviously aim for wins, but we also run this project not just as a sports project but as an entertainment one. So, we need to grow in areas like fan experience and marketing to make people excited about coming to the games.

We will touch on the fan experience later, but first, about the EuroLeague—you’ve spoken about securing a EuroLeague A license and plans to build a larger home arena for the Roca Team. How is Monaco progressing towards those goals?

First of all, I want to extend gratitude to the government, the Principality itself, and, of course, to Monsignor Prince Albert II because we feel strong support from the state on a daily basis. The modifications and improvements of Salle Gaston Medecin have been ongoing. Our dream goal is to build a brand new venue, which the Principality deserves. Such a project could have a positive impact not only on basketball but on many industries, and I believe it would be a multifunctional venue, catering to concerts, exhibitions, and more, which would entertain both residents and visitors at the highest level.

All of us can agree that would be a fabulous addition to Monaco. Speaking of players, one of your star players, Mike James, is recovering from back surgery. How crucial is his fitness to your EuroLeague ambitions this season?

Last year, 57% of all points scored by our team in the EuroLeague involved Mike James, either directly or through assists. So, he is a very important piece of our team. We will miss him at the beginning of the season, but we have a deep roster with enough quality to be solid while waiting for Mike to come back.

Monaco’s rise in European basketball has been remarkable. What factors do you believe have contributed most to this rapid ascent?

First of all, we are not afraid to admit our mistakes. We understand it’s a process, and mistakes are inevitable. If something goes wrong, we are ready to assume responsibility, accept it, and fix it. Secondly, we don’t consider achievements as the end goal but as new challenges. Every time we win, we challenge ourselves to prove it wasn’t accidental and that it was well-deserved. Again, it’s about consistency.

How do you plan to further develop Monaco’s brand and fanbase, both in the Principality and internationally?

We have two different strategies. In Monaco, we mostly focus on the Roca Team brand because we want to be seen as Monaco’s team, with the ultimate goal of having every Monegasque cheering for the Roca Team as if it were their national team. In Europe, we highlight that we represent a small yet global brand—Monaco—which carries significant value.

What challenges did you face in assembling a roster capable of competing in both the domestic league and the EuroLeague?

It’s not easy to attract local players because of the heavy income tax that French players need to pay when employed in Monaco. This is why many top French players are playing in Spain, Greece, or Turkey. Another challenge is that we are a young team, having joined the EuroLeague just three years ago. In the beginning, players were hesitant to join, but that has changed. Now, we are a destination for top players like Mike James and others.

You’ve described AS Monaco’s EuroLeague journey as a “fairytale”. Looking back, what were the most significant turning points for you?

Winning the EuroCup was a significant moment because it allowed us to try ourselves in the EuroLeague. Another key moment was advancing to the playoffs in our first EuroLeague season, which made the European basketball community realise that Monaco’s rise wasn’t just a Cinderella story—something bigger is happening.

With French basketball on the rise, how do you see Monaco’s role in the broader development of the sport in this region?

Monaco is the locomotive of French basketball. Without Monaco, I believe the French league wouldn’t be as strong or as attractive. Our chairman, Aleksej Fedoricsev, has invested not only in the club but also in initiatives like Skweek, which is helping to develop the sport further.

The relationship between AS Monaco and Skweek has been evolving. Can you explain its impact on French basketball?

French basketball has always been a “sleeping giant”. The potential is much greater than what we see at present. Skweek has bridged the gap between the product and the consumer, bringing high-quality broadcasts to fans who were previously unable to watch in HD.

With recent expansions at the stadium, do you think Monaco can accommodate the growing demand for tickets and interest in the team?

Since joining the EuroLeague, there has been much higher demand for tickets than we can accommodate, especially for EuroLeague playoffs and French league finals. We have had games where more than 1,000 people were outside the stadium, hoping to get in.

How does Monaco’s EuroLeague success influence its position in French basketball, especially compared to clubs like ASVEL?

It’s now clear that Monaco is a new powerhouse in French basketball. We may not have the legacy that ASVEL does, but currently, we are stronger overall. According to market research, Monaco is the most recognised basketball brand in France.

We’ve often seen VIPs like Novak Djokovic and Charles Leclerc at Monaco games. What do you think attracts these high-profile individuals to the games?

It’s a combination of Monaco itself, the intimate atmosphere of our arena, and the chance to be close to the action. Our courtside seats provide a unique experience that you can’t get in a 20,000-seat arena.

Final question: What are your personal goals as Monaco’s GM, and where do you see yourself and the club in five years?

My dream is to be sitting in a brand-new arena, knowing that the future of the project doesn’t depend on sporting results because we already have a EuroLeague A license in our pocket.

See also: 

What’s it like to be a VIP member of AS Monaco basketball? A courtside experience inside look

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Main photo: Oleksiy Yefimov, General Manager and CEO of AS Monaco Basket with Chairman Aleksej Fedoricsev. All photos courtesy AS Monaco Basket