When Lebron and Maverick Carter announced they were no longer involved in the men's international league. I decided to deep dive what Project B is.
Project B, co-founded by former Google and Facebook executive Grady Burnett, is positioning itself as a modern, tech-forward sports league designed to capture basketball’s growing international audience.
Currently, Project B is developing a women’s league, with discussions of a men’s league still underway. The format will feature six teams of 11 players competing in seven two-week tournaments hosted across Asia, Europe, and the Americas — a truly global model that has been two years in the making.
Burnett, who envisions the project as a multi-billion dollar business, has brought together an elite group of investors and advisors, including Candace Parker, Steve Young, Novak Djokovic, and Sloane Stephens. Former WNBA and Duke star Alana Beard will serve as Chief Basketball Officer, helping to shape the league’s competitive and cultural foundation.
Backing the effort is Sela, an entertainment company owned by Saudi Arabia’s Public Investment Fund (PIF) — the same financial powerhouse that helped launch LIV Golf. Project B will be headquartered in Singapore, signaling a strong commitment to international operations and expansion.
While the women’s league is expected to complement existing schedules, Burnett hasn’t ruled out the idea that it could one day rival the WNBA. And although early comparisons to LIV Golf surfaced due to Saudi involvement and past speculation around LeBron James’ business partner Maverick Carter, Burnett maintains that the vision is focused on creating new opportunities — both for athletes and global fans.
There’s also continued speculation about a men’s version of Project B, which could debut as soon as next fall. Such a move could shake up professional basketball worldwide, offering players the chance for equity ownership and new earning models rarely seen in traditional leagues like the NBA.
As basketball continues its rapid global expansion, Project B could represent a pivotal moment — one where innovation, investment, and international reach converge to redefine how the game is played, watched, and monetized.
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