Westbrook Takes Executive Role with New Global Basketball League
Russell Westbrook has joined Project B as co-founder and Chief Strategy Officer, taking an active role in shaping the league's basketball strategy and long-term vision. He also holds an ownership stake in the men's and women's league, which will begin its inaugural season in January 2027 across Asia, Europe, and the Americas. Westbrook retired from the NBA in August after an 18-season career that earned him nearly $350 million in salary.
Westbrook's post-playing portfolio extends well beyond basketball. Through Russell Westbrook Enterprises, he has invested in auto parts manufacturing and artificial intelligence startups, telling Forbes in 2023 that he aspired to billionaire status. His roughly $350 million in career earnings provides substantial capital for these ventures.
Project B's leadership roster includes former Atlanta Hawks general manager Landry Fields as head of men's basketball and ex-WNBA star Alana Beard as chief basketball officer. The league has already secured commitments from current WNBA players such as Azzi Fudd, Nneka Ogwumike, and Alyssa Thomas, with inaugural season stops planned for Valencia, Spain and Tokyo, Japan, where each city will host a 10-day tournament.
This move could signal a shift in how retired athletes leverage their platforms, as Westbrook transitions from player to executive with genuine ownership stake rather than a ceremonial title. The league's global structure—spanning three continents with men's and women's competitions—may expand basketball's reach into underserved markets and create new professional opportunities for players outside the NBA/WNBA pipeline. However, its success depends on whether Project B can attract sustainable audiences and broadcast deals, which could influence whether other athletes pursue similar entrepreneurial league-building ventures.