LeBron James joins Drake in Canadian sports media deal

Rapper and Lakers forward join forces to bring Uninterrupted platform to Canada

LeBron James, left, and Drake at the premiere of the STARZ original series “Survivor’s Remorse” on Sept. 23, 2014 in Los Angeles. THE CANADIAN PRESS/AP, Matt Sayles - Invision

Drake and LeBron James are joining forces to reshape the sports media landscape in Canada.

The music superstar and the Los Angeles Lakers forward announced on Tuesday a partnership to bring Uninterrupted, a digital platform for athletes, to Canada. Drake is a part owner and promoter for the platform which James began in 2015, while Scott Moore serves as chief executive officer and Vinay Virmani works as chief content officer.

Moore, who resigned as network president of Sportsnet in October, says Uninterrupted Canada will not be competing with his former employers, TSN, or any other traditional media outlets.

“I think it’s complementary, but it’s also a bit of a disruptor,” said Moore on Tuesday. “In trying to describe it to people it’s not a TV channel, it’s not a website, it’s not a Twitter feed. It’s a brand, it’s a content ecosystem that can appear anywhere.

“It might appear in a podcast, it might appear on Instagram, it might appear on YouTube, it might appear on a television channel. But it’s the content ecosystem and the brand itself that drives the content.”

Uninterrupted Canada will focus on the interests of athletes outside their field of play. When the Drake-James partnership was announced it was also confirmed that Toronto Raptors forward Serge Ibaka would have a fashion-based property on the platform and that Mets pitcher Marcus Stroman — who was traded to New York by the Toronto Blue Jays on Sunday — will have a motivational series.

Although it has clear ties to the NBA, Moore believes that many NHLers will also be interested in working with the company.

“Hockey players are dying to show their personalities,” said Moore. “I’ve seen this change over the last four or five years where hockey players have started to become their own brands, to let their personalities come through. You’ve seen it in Toronto with guys like Mitch Marner and Auston Matthews, in Vancouver with Brock Boeser and Elias Pettersson.

RELATED: ‘Break from Drake’ – Milwaukee radio station bans rapper’s music during Raptors-Bucks series

“Many professional athletes, regardless of their sport, want to build their brands. Want to have an opportunity to speak quote uninterrupted. That’s the beauty of this platform. It gives them the voice to do it.”

Drake will contribute his musical talents to some major projects, either creating original songs, as a producer, or as a consultant. But he and James’s primary contributions will be their impressive network of personal and professional connections.

“Obviously, it’s a gigantic advantage. The doors that open when you have two partners like that, the people that want to be involved with the platform when you’ve got two partners like that, the possibilities are endless,” said Moore. “In Canada, where there is no other brand like this, we’ve got a little bit of green field for a bit. I’m sure there will be others.

“You’ve got the biggest musician in the world and, arguably, the biggest professional athlete in the world, it makes for a strong brand, that’s for sure.”

John Chidley-Hill, The Canadian Press

Like us on Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Ridge Meadows RCMP arrest four people after report of forcible confinement

Two men, two women in custody after Lougheed Highway was shut down on Wednesday evening

Students Zoom into Orange Shirt Day

Over 4,000 in Maple Ridge/Pitt Meadows learn about residential schools

Maple Ridge arts centre focused on ‘service and survival’

Executive director positioning the ACT for the quickest possible recovery

Maple Ridge COY award named in youth advocate’s memory

Community foundation announces Citizen of the Year finalists

Maple Ridge – Pitt Meadows and Katzie Community Response Network looks to shine light on elder abuse

One of main risks for potential abuse is isolation, which has increased with COVID-19

B.C. starts October with 82 more positive COVID-19 tests

10,899 tests a record for a single day, Bonnie Henry says

Abbotsford family looking for pair of stolen Shih Tzu puppies

Breeder Kate Classon stated that someone stole the pooches from her Abbotsford home on Sept. 21

Missing mushroom picker in northern B.C. found dead

Witset elder found deceased in Price Creek area more than two weeks after he vanished

BC Greens focus on long-term care reform in first platform promise

Greens have promised to move away from the for-profit care home model

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

‘It’s a nightmare’: Northern B.C. family desperate after living in hotel for a year

Renae Podgorney says because of a lack of rentals, she’s now applying to rent a one-bedroom unit

Costs climb to more than $100K for BC SPCA to care for animals in B.C. farm seizure

Eight puppies, of the 97 animals seized have now died from parvovirus enteritis

Chilliwack man, 31, in critical condition after altercation at Langley university

RCMP received a report of an ‘agitated man’ on TWU campus

Most Read