HBS to lead global broadcast production for YouTube-bound Project B

The deal establishes a production backbone for a streaming-first sports property, moving away from traditional broadcast-heavy infrastructure in favor of a YouTube-native distribution model. By selecting HBS—the long-time host broadcaster for the FIFA World Cup—Project B is signaling that high-production values are now a requirement for digital-first leagues seeking to capture a global audience. This highlights a shift where specialized production entities provide the scale necessary for fragmented, localized streaming markets without requiring huge internal technical teams. Watch for the technical integration of immersive camera systems and player-access content as a benchmark for social-first sports delivery.

Project B, founded by Grady Burnett and Skype co-founder Geoff Prentice, is scheduled to launch in 2027 as a high-stakes basketball circuit featuring elite men's and women's players. Per Forbes (March 2026), the league plans to mirror the Formula 1 business model, hosting 10-day tour stops in major cities across Asia, Europe, and the Americas. The venture has gained significant traction by offering players league equity, a structure designed to compete with established bodies like the WNBA. Per The Athletic (October 2025), the roster already includes several WNBA stars who have signed multi-million dollar deals and equity-laden contracts to join the startup competition.

The technical partnership with HBS follows several major production wins for the Swiss-based firm. Per Sportcal (April 2025), LaLiga selected HBS and Telefonica as production partners for Spain’s top two soccer divisions for five seasons, starting in 2025-26. Additionally, HBS has been securing its own technology stack ahead of major 2026 events; per TVBEurope (July 2025), the company reached a multi-million Euro deal with EVS for turnkey live production and media asset management solutions to support its 2026 global football tournament operations.

YouTube’s role as the primary broadcast partner for Project B aligns with the platform's broader push into specialized live sports content. Per Heavy.com (December 2025), YouTube TV finalized a plan to launch genre-specific packages in 2026, including a dedicated sports-focused tier. By hosting Project B, YouTube continues to position itself as a central hub for live global sports rights, following its successful multi-year acquisition of NFL Sunday Ticket and recent content expansions with DAZN and the NBA, per Awful Announcing (June 2024).