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

Just Posted

VIDEO: Man in his 20s in hospital following shooting in Abbotsford

Incident takes place Tuesday night in 31700 block of South Fraser Way

Conservative Brad Vis wins in Mission-Matsqui-Fraser Canyon

Vis wins in second bid for seat in House of Commons

Trudeau has won the most seats — but not a majority. What happens next?

Trudeau will have to deal with some of the implications of Monday’s result

LIVE MAP: Results in Canada’s 2019 federal election

Polls are now closed across the country

Scheer says Canada more divided than ever, as NDP and Bloc hold cards close

While Liberals were shut out of two key prairie provinces, they took two-thirds of the seats in Ontario

Horvat’s hat trick lifts Canucks to 5-2 win over Red Wings

First career three-goal game for Vancouver captain

Saanich Gulf-Islands’s Elizabeth May coy about leadership plans

The federal Green party leader talks possibility of running as MP without being leader

Estheticians can’t be forced to wax male genitals, B.C. tribunal rules

Langley transgender woman Jessica Yaniv was ordered to pay three salon owners $2,000 each

Two youth arrested in UBC carjacking at gunpoint, after being spotted in stolen Kia

‘A great deal of credit is due the alert person who called us,’ said North Vancouver Sgt. Peter DeVries

People’s Party of Canada’s anti-immigration views ‘didn’t resonate’ with voters: prof

Party was formed on anti-immigration, climate denying views in 2018

Windstorm knocks out power for 10,000 in north and central B.C.

Power slowly being restored, BC Hydro says

Three sprayed with mace during altercation at Port Coquitlam high school

Mounties are still working to determine exactly how many youth were involved

Investor alert: ‘Split games’ pyramid scheme circulating in B.C.

British Columbia Securities Commission issues warning about scheme selling virtual shares

Most Read