What's happened
Westbrook has joined the upstart league Project B as an equity holder and chief strategy officer, with a seat on the board as it launches in January 2027. The move follows his retirement after 18 seasons.
What's behind the headline?
Why this matters
- Westbrook will be a visible strategic leader for Project B, signaling a broader push to reframe athletes' roles in professional sports.
- The league is positioned to attract talent by offering ownership stakes and higher salaries, potentially reshaping how players monetize their careers.
- This shift could pressure traditional leagues to offer more player governance and financial participation.
What to watch
- How Project B’s governance evolves with athlete stakeholders.
- Whether the model attracts top players and sponsorships.
- The pace at which the league expands beyond the initial January 2027 launch.
How we got here
Westbrook, a two-time NBA scoring champion and 2017 MVP, has announced his retirement and now takes an ownership stake and board role with Project B. The league plans a women’s circuit and a men’s division with several executive hires, aiming to bring players in as shareholders and decision makers.
Our analysis
AP News confirms Westbrook’s retirement and board role; Bloomberg notes his positions as co-founder and CSO; AP News coverage indicates the league’s broader talent inclusion goals.
Go deeper
- Will Project B’s governance give players voting rights?
- How quickly will the league attract marquee players beyond Westbrook?
- What is the timeline for the women’s circuit expansion?
More on these topics
-
Russell Westbrook - American basketball player
Russell Westbrook III is an American professional basketball player for the Houston Rockets of the National Basketball Association. He is a nine-time NBA All-Star and earned the NBA Most Valuable Player Award for the 2016–17 season.