Former Australian basketball star Lauren Jackson has taken on an advisory role in the new global basketball league, Project B, set to revolutionize the game for women players worldwide. The league, founded by tech executives, aims to provide players with higher salaries and ownership stakes, with an initial launch planned for 2026 across three continents.
Project B’s innovative approach focuses on empowering athletes as partners rather than just employees, a concept that has captured the attention of basketball legend Lauren Jackson. Recognized for her achievements in the sport, Jackson sees Project B as a transformative model that could reshape the future of professional sports by placing players and fans at the core of the platform.
The league’s structure will feature six teams competing in various global locations, offering players not only competitive salaries but also equity in the league’s growth. The emphasis on financial empowerment for athletes is a key driver for Project B, aiming to set a new standard in sports by involving players in the economic success of the league.
With a strong leadership team in place, including former WNBA champion Alana Beard as Chief Basketball Officer, Project B has attracted a diverse group of advisers and investors, such as Candace Parker, Steve Young, Novak Djokovic, and Sloane Stephens. The involvement of prominent figures from different sports underscores the league’s potential to make a significant impact in the industry.
While the project initially focuses on women’s basketball, there are plans for expansion into other areas in the future. Project B’s vision extends beyond competition to create a global platform that enhances athlete visibility and fan engagement, aiming to complement existing leagues rather than compete directly with them.
Lauren Jackson’s endorsement of Project B reflects her belief in the league’s mission to empower players and build a sustainable future for sports. Her decision to join as an advisor signifies a commitment to advancing the role of athletes in shaping the direction of professional sports, particularly in women’s basketball.
Project B’s strategic positioning in Singapore, with backing from Sela, an entertainment company linked to Saudi Arabia’s Public Investment Fund, demonstrates a global perspective that aims to diversify the landscape of professional basketball beyond traditional markets.
As the league prepares for its inaugural season, the involvement of influential figures like Lauren Jackson highlights the potential for Project B to drive positive change in the sports industry, setting a new standard for athlete empowerment and league sustainability.
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