Inside Project B: Russell Westbrook Joins League as Co-Founder and Chief Strategy Officer

Courtesy: Project B

From the hardwood to the boardroom! After closing a remarkable 18-year NBA career, Russell Westbrook is joining Project B as Co-Founder and Chief Strategy Officer.

The NBA MVP and nine-time NBA All-Star has joined the global grand prix basketball league's founding team as Chief Strategy Officer, where he will focus on shaping the company's basketball strategy and long-term vision.

From his journey on the court to his ventures as an entrepreneur, investor and philanthropist, Westbrook understands firsthand the power and importance of business ownership as an athlete. "At every step of my career, what was most valuable to me was making sure everyone had a seat at the table," he shares. "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."

Within this role, Westbrook will also dive into strategic partnerships as the league grows globally and create opportunities to collaborate with companies and initiatives in his own broader business portfolio.

Project B Co-Founder and Chief Basketball Officer, Alana Beard, highlights the positive impact Westbrook's addition is to the league. "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," she states. "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 is Project B's newest executive addition, following the previous announcements of Landry Fields and Igor Kokoškov to its men's division. The league is set to launch in January 2027 with tournaments across Asia, Europe, and the Americas.

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