Project B Taps Tokyo for Global Circuit, Signs Star Mai Yamamoto as Partner

TOKYO, Japan – January 13, 2026 – The global sports landscape is set for a significant shake-up as a new, well-funded basketball platform, known as Project B, announced Tokyo as the first host city for its inaugural 2026-27 global circuit. The ambitious venture will bring elite men's and women's basketball tournaments to the city's Toyota Arena in April 2027, marking a major strategic move into one of Asia’s most rapidly expanding sports markets.

In a move that underscores the league's unique player-centric philosophy, dominant Japanese point guard Mai Yamamoto was simultaneously announced as a marquee player and an equity partner in the new enterprise. The announcement signals a new chapter for both international basketball and the burgeoning sports scene in Japan, promising high-stakes competition and a novel business model designed to empower athletes.

“We’re honored to bring Project B to Tokyo alongside our partners in Japan,” said Keisuke Mitsui, Head of Project B Japan, in a statement. “Tokyo sits at the intersection of global culture, innovation, and basketball, with a fan base that truly understands and loves the game.”

A New Stage in a Rising Basketball Nation

Project B's selection of Tokyo is a calculated move that capitalizes on Japan's surging passion for basketball. While traditionally dominated by baseball and soccer, the sport has seen a dramatic rise in popularity, fueled by a confluence of cultural phenomena and strategic investment. The success of Japan's domestic B.League, which has seen attendance and revenue nearly triple in its early years, has professionalized the sport and cultivated a dedicated following. Fan demographics for the league show a broad appeal, with a slight female majority and strong engagement from viewers in their 30s and 40s.

This growth has been bolstered by the stellar performance of the national teams, most notably the women's national team securing a silver medal at the 2020 Tokyo Olympics. This success, combined with the international visibility of Japanese NBA players like Rui Hachimura and Yuta Watanabe, has cemented basketball's place in the national consciousness.

Project B aims to tap directly into this momentum. The Tokyo tournament, scheduled for March 26 to April 4, 2027, will be one of seven stops on a global tour spanning Asia, Europe, and the Americas. Each ten-day event will crown a local champion, feeding into a season-long championship narrative. For Japanese fans, it represents an unprecedented opportunity to see a global collection of top-tier talent compete on home soil.

“Japan has shown what’s possible when you invest in players and fans, and Toyota Arena will be an iconic stage for our athletes and a destination for basketball fans around the world,” Mitsui added.

Beyond the Jersey: Mai Yamamoto and the Athlete-Owner Model

The signing of Mai Yamamoto is the centerpiece of Project B's entry into Japan. Far from being just a star player, her role as an equity partner embodies the league's disruptive business model. Yamamoto, a 5-foot-5-inch dynamo for the Toyota Antelopes, is a decorated international competitor. She led Japan to a historic gold medal at the 2019 FIBA 3x3 U23 World Cup, where she was named tournament MVP, and has been a crucial playmaker for the senior national 5x5 team, earning medals at multiple FIBA Asia Cups and playing a key role in their 2024 Paris Olympics campaign.

Her partnership with Project B gives the league instant local credibility and a powerful role model. “It is a true honor to be part of Project B,” said Yamamoto. “I want to use this global stage to show the world ‘Japanese Dynamism’ - our unique speed and passion. Carrying the Pride of Japan in my heart, I am excited to welcome the global elite to my home country... I want to prove that our style of basketball can challenge the world, and inspire the next generation to believe that they can stand on this stage too.”

This sentiment is amplified by the league's core tenet: athlete ownership. Project B is offering players not just lucrative salaries—with some figures reportedly reaching up to $2 million—but also a direct equity stake in the venture. This model has proven to be a powerful recruiting tool, attracting a roster of WNBA and international stars including Nneka Ogwumike, Jonquel Jones, Jewell Loyd, and Kelsey Mitchell. For many, particularly female athletes who have long fought for equitable pay, the opportunity to be a business partner rather than just an employee represents a paradigm shift in professional sports.

The Architecture of a Global Disruptor

Project B is the brainchild of technology executives Geoff Prentice, a co-founder of Skype, and Grady Burnett, formerly of Facebook. Their vision is a sports platform built for a modern, digital-first world. Overseeing basketball operations is Alana Beard, a four-time WNBA All-Star and former Defensive Player of the Year, who serves as the league's Chief of Basketball.

The venture is backed by significant capital, with reports of a $5 billion fundraising target, and a roster of high-profile investors and advisors that includes sports icons like Candace Parker, Novak Djokovic, and Steve Young. The league plans to operate six teams of 11 players each, competing in a global circuit format designed for high-stakes, broadcast-friendly tournaments.

“Mai is a world-class talent and a true role model,” said Beard. “The way she connects with fans is inspiring, and bringing the world’s best basketball to Japan with her is incredibly meaningful. Our players will experience firsthand the creativity, discipline, and fearlessness that make Japanese basketball culture so special.”

While the league's innovative structure and player-first approach have generated considerable excitement, it has also faced some scrutiny over its reported financial ties to Sela, an entertainment firm connected to Saudi Arabia's Public Investment Fund. Nonetheless, its aggressive talent acquisition and global strategy position it as a serious new entity in the professional basketball ecosystem.

With Tokyo now officially on the map, Project B is making a clear statement about its global ambitions. The league promises not only to bring elite competition to new markets but also to redefine the relationship between athletes, leagues, and fans through a model built on partnership, ownership, and a distribution strategy tailored for a global, mobile-first audience. Additional details on the other six host cities and the full tournament schedule are expected to be announced in the coming months.