Is all money blood money? New women’s basketball league Project B denies Saudi involvement

Around 1:00 pm in the afternoon on Oct. 2, 2018, Hatice Cengiz accompanied her fiancé, Jamal Khashoggi, to the entrance of the Saudi consulate in Istanbul. More than 10 hours later, she was still outside of the consulate, waiting for Khashoggi to return.

Khashoggi, a Saudi journalist, was strangled to death by 15 Saudi agents. His body was dismembered and destroyed.

Khashoggi’s murder is one of many war crimes and human rights violations accredited to the Saudi government.  

Saudi Arabia has attempted to separate itself from its dark past — and its present — through investments into sports through a process called sportswashing.

Sportswashing is when a country uses the popularity of sports to distract from its poor reputation, human rights violations, and political controversies to improve its image.

In Saudi Arabia, the government has accomplished this through many forms. The absolute monarchy will host major events like the 2034 FIFA World Cup, has bought teams, namely Newcastle United Football Club, and sponsored competitions and leagues, including the Saudi Arabian Grand Prix and the LIV Golf League.

Through sportswashing, a country is able to “wash” away negative publicity by associating with sports. Sports is a $2.3 trillion global economy, and apart from rolling in dough, it also brings infinite positive attention from fans.

The monarchy’s Public Investment Fund (PIF) is the nation’s sovereign wealth fund, which was established in 1971 to diversify the country away from the oil industry. The fund created Sela, an entertainment and events management company.

The Saudis’ most recent scheme to wash their reputation is by launching a women’s basketball league, Project B.

Last February, the Financial Times reported the league was backed by PIF. However, Project B co-founder and former Facebook executive Grady Burnett told Front Office Sports that Saudi Arabia is not an investor.

While PIF did not directly fund or create the league, Sela is an event partner.

“That doesn’t include any dollars from Saudi Arabia,” Burnett said. What an odd way to say Project B isn’t receiving any funding from Saudi Arabia.

Despite any direct dollar involvement, Saudi Arabia’s association with women’s basketball — an industry of predominantly Black and many queer women — has raised eyebrows and questions.

While the Saudis may not be funding the venture directly, they stand to profit millions from it. ESPN reported the 2025 WNBA season was its most-watched across all of its networks — averaging 1.2 million viewers across 49 telecasts.

Project B is expected to tip off in November and play until April 2027, during the WNBA’s offseason. 

The biggest draw of Project B over other women’s basketball leagues is the money — players can make millions and receive equity in the league. Sources told Front Office Sports players are being offered seven-figure salaries starting at $2 million annually, and earnings for multi-year deals are reaching eight figures.

Comparatively, the highest-paid player in the 2025 WNBA season was the Las Vegas Aces’ Jackie Young, making $252,450. 

Two U.S.-based leagues that play during the WNBA offseason — Athletes Unlimited Pro Basketball and Unrivaled Basketball — are still not matching the millions Project B is reported to pay players.

The potential millions women’s basketball players can earn with Project B is set under the spotlight of collective bargaining agreement (CBA) negotiations between the WNBA and the WNBA Players’ Association (WNBPA).

In October, the WNBPA announced it will opt out of its current CBA. The players’ association is fighting for players to receive 30 per cent of league revenue. 

The industry of women’s basketball has been undervalued for decades because of sexism, racism, and homophobia. Women’s basketball players are not valued the same as their male counterparts.  

Now, here comes along an opportunity to make millions and be valued for your game. Players who sign with Project B are not the villains because WNBA players have played for Russia, China, and other countries committing mass human rights violations — including the U.S.-based WNBA.

What is concerning about players signing with Project B — considering its associations with Saudi Arabia — is that WNBA players have been a beacon for social movements. In 2020, the WNBA dedicated the season to Breonna Taylor, a 26-year-old Black woman who was killed by police in Louisville, Ky., and the #SayHerName movement, which raises awareness for Black female victims of police violence. 

With their history of social justice, it’s unfortunate to see many WNBA players signing with Project B. However, the expectations we place on Black and brown women are exponentially higher than what we expect of other marginalized communities. 

WNBA players shouldn’t have to sign with Project B or make a living in an offseason league. For a league as profitable as the WNBA, players should be able to make their money at home.

#PayThemWhatYouOweThem.