Russell Westbrook Announced as Co-Founder and Chief Strategy Officer of Project B

Westbrook joins ownership of the global basketball platform shaping the next era for sport and entertainment

LOS ANGELES & SINGAPORE--(BUSINESS WIRE)--Project B today announced that NBA MVP Russell Westbrook has joined the company’s founding team as Chief Strategy Officer.

A generational talent and visionary whose influence transcends the court, Westbrook is a relentless business builder, a cultural vanguard, and a committed philanthropist. As Co-Founder and Chief Strategy Officer of Project B, he will take an active role in shaping the company’s basketball strategy and long-term vision. Westbrook holds an ownership stake in Project B and has joined its Board of Directors. His role extends to strategic partnerships and creates opportunities to collaborate with companies and initiatives across Westbrook’s broader business portfolio as the business grows globally.

“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. We're reimagining the experience with players not only as key value drivers, but also as shareholders and decision makers."

The announcement is Westbrook’s first major business move since closing his 18-year NBA career. For more than a decade, Westbrook has been building a global empire alongside basketball. Through Russell Westbrook Enterprises, he has built and invested across technology, digital media, consumer businesses, real estate, sports and community infrastructure. He has founded, owned and invested in companies alongside institutional investors and used his businesses to connect commercial growth with investment and opportunity in communities historically excluded from both.

Project B’s launch comes as the economics of global sports are changing rapidly. Franchise values, media rights, sponsorships and international audiences have grown into enormous businesses while athletes increasingly look beyond compensation toward equity and ownership.

“Project B was built to put athletes inside the ownership and decision-making structure from the beginning,” said Grady Burnett, Co-Founder and Chief Operating Officer of Project B. “Russell brings an extraordinary combination of basketball intelligence, business ownership, cultural relevance and global reach. As co-founder, he will help shape both the game and the company as we expand the future for basketball globally.”

Project B is building a global grand prix that brings elite basketball and live entertainment to major basketball markets around the world. Project B has leaned into the fast-growing segment and signed many of the best women players in the world, pairing exciting young players with elite international talent and global superstars.

Launching in January 2027, tournaments will move through host markets across Asia, Europe and the Americas, turning each stop into a week-long festival of sport, entertainment and culture, offering unprecedented access to players and unique storytelling opportunities as they experience each city and play tournaments at the highest level, all streamed live on YouTube.

“Russell is one of the most accomplished players of his generation, and what makes him truly exceptional is the impact he has built beyond the game,” said Alana Beard, Co-Founder and Chief Basketball Officer of Project B. “He believes athletes should have a real voice in shaping this sport, and he's here to help build it. Having him as a co-founder makes us stronger and expands what we believe basketball can be globally.”

Westbrook’s mandate will also create additional collaboration between Project B and his broader ecosystem, including opportunities across media, consumer products and community programming. Additional partnerships will be announced separately.

About Project B

Project B is creating a sports and entertainment platform built for the next generation of players and fans. Owned by athletes, Project B brings together the world's best women and men to compete across iconic destinations in Asia, Europe, and the Americas. Designed for a streaming-first, social-native world and distributed globally on YouTube, Project B combines elite competition, culture, and premium experiences.

About Russell Westbrook

Russell Westbrook is an NBA MVP, nine-time NBA All-Star, entrepreneur, investor and philanthropist. His business, philanthropic and education platform includes Russell Westbrook Enterprises, RW Digital, Honor the Gift, the Russell Westbrook Why Not? Foundation and Westbrook Academy, launched in partnership with LA Promise Fund. Westbrook has spent more than a decade building businesses, investing capital and creating educational and economic opportunities in communities historically excluded from both.

About Russell Westbrook Enterprises

Founded by Russell Westbrook, Russell Westbrook Enterprises (RWE) is a diversified operating and investment company spanning financial services, life sciences, media, fashion, mobility, real estate, education, sports and community infrastructure. RWE deploys capital, builds and owns companies, makes strategic investments and forms commercial partnerships across those sectors. The company brings together Westbrook’s capital, business relationships and global reach to create, acquire and grow businesses and assets for the long term.