The Boardroom Revolution: Women Investors Are Changing the Game in Basketball

The recent surge of interest in women’s basketball is no surprise, given record-breaking audiences and billion-dollar valuations. However, a more profound story lies beneath the surface: the emergence of women investors as key players in shaping the future of professional sports.

Project B, backed by a coalition of influential women investors, is spearheading this change. By assembling an all-star board composed of women leaders from various industries – including business, finance, media, and entrepreneurship – Project B is rewriting the traditional script for investment and ownership in professional sports.

The disparity between on-court participation and off-court leadership is stark. According to a Sport Integrity Global Alliance survey, 32% of executive roles globally are now held by women. However, only 10% of CEO or president positions are occupied by women, as reported by McKinsey and Company’s 2025 report.

This gap is particularly pronounced in the sports industry, where women are underrepresented in leadership roles. A longitudinal study found that while there has been progress in increasing women’s presence in league offices and middle management, they still lag behind men in terms of representation at the top – with majority ownership held by White males.

Project B stands out as a beacon of change, with its board composition reflecting a deliberate departure from industry norms. The roster includes influential women such as Robin Washington, Alphabet and Salesforce board member; Merline Saintil, Board director Rocket Lab; and Sloane Stephens, WTA Grand Slam champion.

The strategic thinking behind Project B’s investor pool is rooted in a shared conviction that basketball is entering a new era of global growth – one where the old guard of ownership needs to be disrupted. As Saintil explained, “Ownership is where we are going to create generational wealth, and allow women to have a seat at the table.” By having an investor board that reflects the diversity of its player pool, Project B signals a seismic shift in industry practices – one that values Black women’s voices and leadership.

This change has far-reaching implications. As co-founder Alana Beard noted, “We’re not just building a network; we’re creating connection points for women to be more than who they are on the court.” By providing a platform for women to take ownership and shape the future of professional sports, Project B is rewriting the rules – one that prioritizes diversity, equity, and inclusion.

As the sports industry continues to evolve, it’s clear that the old guard will no longer suffice. Project B has set the stage for a new era of leadership – one where women investors are at the helm, driving change and shaping the future of professional sports. The question now is: what’s next? Will other leagues and teams follow suit, recognizing the value in embracing diversity and equity? Or will they continue to lag behind, stuck in outdated business standards?

One thing is certain – the boardroom revolution has begun, and women investors are leading the charge.