“Project B League,” the new idea from LeBron and Mav Carter to challenge the NBA

For years, we imagined LeBron James as the owner of a future team in Las Vegas. But recently, the four-time NBA champion cooled speculation by stating he is no longer interested in purchasing a franchise, officially due to the exorbitant costs (between $7 and $10 billion).

However, the truth behind this step back appears far more explosive and hints at a potential revolution. According to an investigation by The Athletic, LeBron’s shadow looms over the “Project B League”, a new competition created with a clear goal: to go head-to-head with the NBA.

Leading the operation on the board of directors is Maverick Carter, James’ longtime business partner and right-hand man. The strategy is aggressive: lure top players with massive salaries and, most importantly, equity stakes in the league itself, convincing them not to renew contracts with their current teams.

What is the “Project B League”

Project B is a global professional league with a direct, confrontational approach: its schedule, running from November to April, would overlap exactly with the NBA calendar. This would force players into a clear decision: us or them.

The stated goal from co-founder Grady Burnett is to “extend the careers of already established stars”, but the strategy goes beyond that.

Our approach is similar to what has been done in the women’s game: we’re talking about today’s biggest stars. We want true culture creators who can help us connect with fans on a global level. We’ll follow a similar format by bringing in today’s and tomorrow’s stars. For us, it’s about creating an opportunity and saying: ‘This is a real new chance, a great one to expand the game, your brand, and grow from there’

Grady Burnett

The league aims to attract top talent by offering massive salaries and, for the first time, equity tied to the league’s own growth.

A revolutionary idea, but not entirely new in the global basketball landscape. The model has already found success in women’s basketball, where WNBA stars like Alyssa Thomas and Jewell Loyd have already signed. Now, the focus shifts to the men’s game.

The promoters: LeBron’s inner circle

The names behind the operation explain why the NBA is on alert. At the core of the project is Maverick Carter, longtime partner and the business “mind” behind LeBron James. Although a spokesperson describes him as merely a “friend and advisor,” the facts suggest otherwise: Carter sits on the board and is the architect of the expansion plan.

Alongside him is another heavyweight: Miško Ražnatović, the powerful agent of Nikola Jokic and many of Europe’s top stars. A viral Instagram photo showing Carter, Ražnatović and LeBron in conversation has already fueled speculation that the “King” is, if not the financier, the operation’s key figure.

LeBron’s role: player or orchestrator?

The question everyone is asking: will we see LeBron James on the court in Project B? Burnett remained cautious:

At the moment, we haven’t had direct conversations with him

Grady Burnett

However, it’s clear that the presence of Carter and Ražnatović creates a natural bridge.

Project B won’t be limited to the United States but will stage games across cities in Asia, Europe and South America, turning basketball into a global traveling event. With a launch planned for next fall, the basketball world is bracing for a potential split that could reshape the sport’s geography forever.