In the off-season, a photograph of LeBron James with Nikola Jokic’s agents went viral as they were reportedly discussing the formation of a rival league. That’s how Project B got the headlines, and it has already announced its women’s league — signing stars like Alyssa Thomas, Jonquel Jones, Nneka Ogwumike, Jewell Loyd, and Sophie Cunningham. Now they are turning their attention to the men’s side, and a familiar name has re-entered the picture: Maverick Carter.

On Tuesday, Grady Burnett, one of Project B’s co-founders, told The Athletic that the main aim is to “extend the careers of established players”. It will be launched next fall and run from November through April, and broadcast games on YouTube, giving the NBA direct competition. Carter, who oversees the day-to-day operations of James’ businesses, was one of the consultants for Project B until this fall.

In October, reports confirmed his departure, but a few months later, he now works as an adviser and board director. “I think if you look at the track record of Maverick, you look at the track record of Misko (Jokic’s agent), you look at the track record of what we’ve done on signing the top women’s players, we’ll follow a similar format and bring the stars of today and the stars of tomorrow,” Burnett said.

Project B announced its women’s league and signed a number of WNBA stars, including Alyssa Thomas, Jonquel Jones, Nneka Ogwumike, Jewell Loyd, and Sophie Cunningham. The current plan is to have it in seven cities across Asia, Europe, and South America. Men’s league will follow the same pattern and even LeBron James’ availability became a point of discussion.

To understand Project B’s mission, it helps to understand the gap it aims to fill. Modern NBA roster construction has shifted sharply toward youth and cost efficiency. Teams under luxury tax pressure routinely let productive veterans — players still capable of contributing 15–20 minutes of quality basketball — walk for minimum contracts or go unsigned entirely.

A 32-year-old who averaged 12 points two seasons ago is now a roster liability in a league obsessed with draft capital and cap flexibility. Project B is betting there is both an audience hungry to watch these players and a business model that can pay them what the NBA no longer will.

Carter is not simply a celebrity adjacency. As a co-founder of The SpringHill Company – the entertainment and media powerhouse formally consolidated in 2020 that has produced films, television, and brand partnerships – and as a key architect of their early investment in Blaze Pizza (a chain in which James and Carter invested less than $1 million in 2012 and which is now valued at a reported $35–40 million stake they continue to hold), Carter has a demonstrated record of turning athlete relationships into scalable business enterprises.

His return to Project B in a reported advisory capacity is not a symbolic gesture; it signals the league is building the kind of operational and commercial infrastructure that can compete for top-tier talent.

It should be noted that while The Athletic reported Carter’s role as “adviser and board director,” a spokesman for Carter stated he has no formal role with the league, describing the relationship as that of a friend and advisor to Burnett. The exact nature of his involvement remains disputed.

However, Burnett clearly stated that Project B has had no discussions with the Lakers superstar. The 4x NBA champion is set to be a free agent after this season, and his future and potential farewell season are highly debated. Amid this, even his dream of owning an NBA franchise hit a snag.

The path for LeBron James to NBA ownership is uncertain

That debate has a business dimension, too. For the better part of a decade, James has openly pursued NBA ownership — most vocally campaigning for a Las Vegas franchise. On a 2022 episode of The Shop, he said plainly: “I want a team in Vegas.” But after months of speculation of a joint bid with Fenway Sports Group (FSG), the $14.19 billion sports conglomerate that owns the Boston Red Sox and Liverpool FC, has reportedly stopped its pursuit of an NBA team.

Sources close to the situation indicate that FSG has withdrawn from the upcoming bidding cycle due to the skyrocketing entry costs. That also reportedly made it “less likely” that James would pursue a team. Even LeBron James did not shy away from talking about his dream move. The reporters did ask James whether he had found another way besides FSG bidding for a Vegas franchise.

“No, I’m not, not at all,” stated Bron. So, a no from James, and now his long-time associate is back working on creating a rival league against the NBA. It might feel like a coincidence, but in the entrepreneurial world, the moves are often strategic.

Which brings us to the real question Carter’s return forces: is this a leverage play? Could his visible alignment with a rival league be intended to demonstrate to NBA ownership that James and his circle have viable alternatives, pressuring the league to pursue a future expansion franchise?

Or has the ownership path closed definitively enough that Carter is making a genuine strategic pivot, betting that Project B represents the more attainable route to building a sports business empire? Both explanations are plausible. In the entrepreneurial world, moves are rarely coincidental.