Sophie Cunningham is making headlines as she joins the exciting venture known as Project B, the new global basketball league seeking to redefine competition in the sport. This league, set to kick off next winter, aims to showcase both men’s and women’s tournaments, delivering what co-founder Grady Burnett describes as “the best basketball in the world.”
Cunningham’s rise in the WNBA this past season alongside Caitlin Clark on the Indiana Fever has positioned her as a key player in women’s basketball. With nearly 3 million followers across social media platforms like Instagram and TikTok, she’s become a prominent brand advocate for names such as Adidas and Arby’s. Additionally, her candid discussions about pressing league issues, including player representation in expansion decisions and pushing for a fair revenue share within current collective bargaining discussions, have made her a voice for her peers.
“Our game is gaining incredible traction, and I am fully committed to leveraging that momentum, both here in the U.S. and on an international scale,” Cunningham stated in a message shared with Sportico.
One intriguing aspect of Project B is that players are being offered equity in the league. While specific salary details remain under wraps, reports from Front Office Sports indicate that several star players are being offered contracts that start at a minimum of $2 million annually.
However, many questions linger about the league’s structure. To date, eight women athletes have committed to Project B, with plans to assemble a total of 66 players across six teams, each consisting of 11 players. As of now, no men’s players have been appointed to the league.
The topic of funding has also sparked interest, particularly regarding potential connections to Saudi Arabia. Burnett has addressed these concerns, stating that the cap table “doesn’t include any dollars from Saudi Arabia.” The organization clarified to Sportico that they do not receive investments from sovereign wealth funds and are not currently engaged in conversations with any.
The league’s ambition is clear: deliver tournaments that elevate the level of play to Finals standards while integrating a diverse global roster. Opportunities may also arise for younger players who are not yet eligible for the WNBA or NBA drafts. Currently, the WNBA mandates that U.S. players wait until they turn 22 or graduate from college to enter the league.
Next year’s schedule includes three tournaments in Asia, three in Europe, and one in the Americas, although specific locations have yet to be revealed. The concluding tournament will determine the overall champion. The proposed timeline from November to April could complicate choices for players, who might need to decide between competing in Project B and playing in existing overseas leagues or in the 3-on-3 league Unrivaled, which also employs a player-ownership structure.
Co-founders Burnett and George Prentice, friends from their college days, developed the league within the last three years by drawing from their backgrounds in tech. Both have held executive roles at major companies like Google, Facebook, and Skype.
“We recognized a notable disconnect in supply and demand,” Burnett explained. He noted how existing leagues mostly concentrate on national markets and media deals while the digital age has empowered fans worldwide to connect with athletes on an unprecedented scale. “We envision a massive platform that occupies the intersection of sports and entertainment.”
High-profile investors have taken notice. Firms such as Mangrove Capital, Quiet Capital, and Sequence Capital hold interests in the league. Alongside them, renowned athletes like Candace Parker, Steve Young, Novak Djokovic, and Sloane Stephens have also invested. Influential business leaders such as John Chambers and Ime Archibong have backed the initiative as well.
Alana Beard, a four-time WNBA All-Star, joined Project B as a co-founder and chief basketball officer, playing an essential role in recruiting athletes. Other WNBA players confirmed for the league include Alyssa Thomas, Jewell Loyd, Jonquel Jones, Kelsey Mitchell, Kamilla Cardoso, Janelle Salaün, and Li Meng. Notably, Thomas and Mitchell are on track to compete in Unrivaled in 2026.
Similar to Unrivaled, Project B operates on a centrally owned model designed to provide players equity within the league rather than conforming to traditional city-based franchise guidelines.
“That’s why I chose to invest in Project B,” Stephens remarked. “Athletes deserve genuine ownership and a say in their careers. Project B could establish a framework for other sports, including tennis, to reconsider athlete engagement in the financial success they generate.”
Burnett and Prentice originally pinpointed basketball as their starting point, yet they view it as potentially extending to other sports. “The principles we’re applying can resonate across various sports,” Burnett stated.
While Project B maintains there is no direct financial support from Saudi Arabia, the league is collaborating with L.A.-based AEG and Sela, linked to Saudi Arabia’s sovereign wealth fund, to plan events in different host cities. Despite the ongoing debate surrounding Saudi Arabia’s alignment with values cherished by many female athletes and supporters, the nation is gaining traction as a venue for significant global sports events, including upcoming tournaments.
“We have no commitment to host events there, but a variety of cities are in consideration,” Burnett mentioned.
Project B aims to immerse local basketball communities during its visits with a vibrant two-week “cultural takeover,” while also providing accessible streaming options for fans worldwide.
Creating a league that showcases Finals-level talent for an international audience from the very start is ambitious, yet Burnett emphasizes that it’s the only viable route. “Live, authentic, athlete-driven events resonate the most,” he explained. “This needs to be a significant launch.”
