NBA MVP Russell Westbrook Joins Project B As Chief Strategy Officer

KUALA LUMPUR, Sept 3 (Bernama) -- Project B announced that NBA Most Valuable Player (MVP) Russell Westbrook has joined the company’s founding team as Chief Strategy Officer, taking an active role in shaping its basketball strategy and long-term vision.

Westbrook, who is also a Co-Founder, 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 his broader business portfolio as the business grows globally.

“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,” said Project B Co-Founder and Chief Operating Officer, Grady Burnett in a statement.

Meanwhile, Westbrook said: “With Project B, we are challenging the norm and bringing a new vision to the intersection of premium sport, culture, and entertainment. We are 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 the end of his 18-year NBA career. He has spent more than a decade building a global business portfolio through Russell Westbrook Enterprises, with investments across technology, digital media, consumer businesses, real estate, sports and community infrastructure.

Project B’s launch comes as the economics of global sports are changing rapidly. The company is building a global grand prix that brings elite basketball and live entertainment to major basketball markets worldwide.

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, with unprecedented access to players and unique storytelling opportunities. The tournaments will be streamed live on YouTube.

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.

-- BERNAMA