Russell Westbrook Joins Project B As Co-Founder, Chief Strategy Officer

The useful part

Russell Westbrook has joined Project B as a co-founder and chief strategy officer, giving the upstart basketball league its highest-profile addition yet. The nine-time NBA All-Star retired this summer at the age of 37 after an 18-year career. Westbrook will take an equity stake in Project B and serve on its board of directors, though there is no indication he plans to play in the league, which is set to launch in early 2027.

How it works

• "At every step of my career, what was most valuable to me was making sure everyone had a seat at the table," said Westbrook.
• "With Project B, we're challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment.
• Former WNBA champion Alana Beard serves as chief basketball officer, while former NBA player and executive Landry Fields joined this summer to oversee the league's men's division.
• Project B was founded by two tech executives and has reportedly raised $5 billion.
• The league plans to barnstorm across Asia, Europe and South America, with games broadcast on YouTube.

What to take from it

"For the vast majority, the players have not participated in the economics of that, and they've sat on the outside of it. That is something that is frustrating to athletes, and is, as sort of the central resources, central IP within that business, the driver of it.

Example or evidence

• We think it's really important to start with equity." Project B has already signed several prominent players to its women's division, including Nneka Ogwumike, Jonquel Jones, Alyssa Thomas and Sophie...