Westbrook joins Project B to expand player involvement in sports management

Westbrook has joined Project B, an organization focused on the intersection of professional sports, entertainment, and culture. The initiative, which recently added a women’s division alongside its men’s operations, aims to integrate athletes as stakeholders and decision-makers. Project B features a leadership team that includes chief basketball officer Alana Beard, a former WNBA champion and All-Star, and Landry Fields, who manages the men’s division. Maverick Carter, a business associate of LeBron James, is also involved with the project. Westbrook stated that the venture seeks to challenge traditional models by ensuring players maintain a significant role in organizational governance. The project continues to recruit high-profile players to participate in its operations as the company expands its reach across basketball leagues.

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