NBA Veteran Transitions from Player to Basketball Executive

Russell Westbrook has taken his first major step into basketball ownership after joining Project B as co-founder, chief strategy officer, board member, and equity stakeholder following his retirement from the NBA. The appointment places the former Most Valuable Player in a leadership role as the startup league prepares for its global launch in January 2027.

Project B is building an athlete-owned basketball platform that plans to stage tournaments across Asia, Europe, and the Americas while combining elite competition with entertainment and player ownership opportunities. League executives say the model is designed to give athletes greater influence over business decisions alongside their on-court careers.

Westbrook Takes Leadership Role in Project B

The Associated Press reported that Westbrook accepted multiple executive responsibilities, including serving on Project B’s board of directors while acquiring an ownership stake in the company. His appointment follows an 18-year NBA career that included the 2017 MVP award, two scoring titles, nine All-Star selections, and a record 209 career triple-doubles.

Project B executives said Westbrook will help shape basketball strategy, commercial partnerships, and the league’s long-term vision as preparations continue toward its inaugural season. The organization views his experience as both an elite player and entrepreneur as an important asset while expanding its international basketball platform.

“At every step of my career, what was most valuable to me was making sure everyone had a seat at the table.”

“With Project B, we’re challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment.”

Image from: ny times

Ownership Extends Beyond Basketball Operations

Westbrook’s responsibilities extend well beyond a ceremonial ambassador position.

• Co-founder of Project B.
• Chief Strategy Officer.
• Member of the Board of Directors.
• Equity stakeholder in the company.

Project B Plans Global Basketball Platform

Project B describes itself as an athlete-owned basketball and entertainment platform that intends to stage tournaments rather than operate through permanent city-based franchises. According to the company, six teams featuring 11-player rosters will compete across host cities in Asia, Europe, and the Americas beginning in January 2027.

Company leaders said the league will emphasize global accessibility by streaming competitions on YouTube while combining basketball with entertainment, cultural programming, and fan experiences throughout each host market. Officials believe the touring model can expand professional basketball into emerging international markets beyond traditional league structures.

Athlete Ownership Shapes League Vision

Project B says player participation extends beyond competition.

• Athletes will have equity opportunities.
• Players are expected to contribute to decision-making.
• The league combines sport, entertainment, and culture.
• Global tournaments begin in January 2027.

Westbrook Adds Credibility to Growing Executive Team

Project B has continued assembling experienced basketball leadership ahead of its inaugural season, including former Atlanta Hawks general manager Landry Fields as head of men’s basketball operations. Westbrook becomes the organization’s highest-profile executive addition, bringing global recognition alongside decades of professional playing experience.

Project B co-founder and chief operating officer Grady Burnett said Westbrook’s leadership extends beyond basketball achievements because of his experience as a business owner and investor. Chief Basketball Officer Alana Beard added that Westbrook’s commitment to athlete empowerment aligns closely with the league’s long-term vision for player participation and governance.

Executive Team Continues Expanding

Project B has added several prominent basketball leaders before launch.

• Russell Westbrook joins as co-founder.
• Landry Fields leads men’s basketball operations.
• Alana Beard serves as Chief Basketball Officer.
• Grady Burnett oversees operations as co-founder and COO.

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Women’s Basketball Initiative Continues Expanding

Project B has also accelerated development of its women’s competition, securing commitments from several established WNBA stars before its planned launch. According to league officials, former MVP Nneka Ogwumike, Jonquel Jones, Alyssa Thomas, Jewell Loyd, Kelsey Mitchell, Sophie Cunningham, and other players have agreed to participate in the inaugural season.

League executives say the women’s competition will serve as Project B’s first on-court product before the organization expands its broader basketball operations. Westbrook’s arrival strengthens the league’s leadership group while complementing an executive team already focused on recruiting elite talent and building international partnerships.

Women’s League Forms Initial Foundation

Project B’s early basketball plans center on its women’s competition.

• Several current WNBA stars have publicly committed.
• Six teams are expected to compete during the inaugural season.
• The league plans to stage events across multiple international markets.
• Men’s basketball remains part of the organization’s longer-term expansion strategy.

Athlete Ownership Model Sets Project B Apart

Project B says one of its defining principles is allowing participating athletes to become shareholders while contributing to strategic decisions beyond competition. The organization believes that giving players equity and governance opportunities creates stronger long-term alignment between league growth and athlete success.

Westbrook’s appointment reflects that philosophy because his responsibilities extend beyond branding or promotional work into executive leadership and ownership. His transition from player to league executive also mirrors a growing trend across professional sports, where accomplished athletes increasingly pursue leadership, investment, and governance roles after retirement.

Executive Leadership Reflects Broader Vision

Project B positions athlete involvement as part of its long-term business strategy.

• Players are expected to receive equity opportunities.
• Athlete representation extends into league governance.
• Executive leadership includes experienced basketball figures.
• The organization combines sport, entertainment, and business development.

Industry Analysis: From Superstar to League Builder

Westbrook’s appointment represents more than another high-profile retirement announcement because it places one of the NBA’s most recognizable players in a position to influence league operations from the executive level. Athlete ownership models have received increasing attention across professional sports, reflecting broader discussions about player empowerment, governance, and long-term financial participation beyond traditional contracts.

Project B’s long-term success will ultimately depend on executing its ambitious international strategy while attracting sustainable commercial support, competitive talent, and fan engagement across multiple markets. Although its business model remains untested, Westbrook’s leadership, combined with experienced executives and prominent player commitments, provides the startup league with immediate credibility ahead of its planned 2027 debut.

Source Note: This article is based primarily on reporting from the Associated Press and supported by official Project B announcements and publicly available information regarding Russell Westbrook’s appointment and the league’s planned launch.

Frequently Asked Questions

What role will Russell Westbrook have with Project B?

Westbrook will serve as Project B’s co-founder, chief strategy officer, board member, and equity stakeholder while helping shape the league’s long-term direction.

Will Russell Westbrook play in Project B?

No playing role has been announced, and his responsibilities currently focus on executive leadership, strategy, governance, and ownership.

When will Project B launch?

Project B plans to launch its inaugural basketball season in early 2027 with competitions across multiple international markets.

Which players have committed to Project B?

The league has announced commitments from several WNBA stars, including Nneka Ogwumike, Jonquel Jones, Alyssa Thomas, Jewell Loyd, Kelsey Mitchell, and Sophie Cunningham.

What makes Project B different from traditional basketball leagues?

Project B plans to combine international touring competition with athlete ownership opportunities, allowing players to participate as shareholders and decision-makers alongside their playing careers.

Disclaimer: Headline Image from Sports Business Journal.