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, September 02, 2026--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."