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

Skeena salmon take centre stage at Smithers Art Gallery’s latest exhibit

The Skeena Salmon Art Show recognizes the impact salmon have within local culture

Bulkley Valley artisan tea business advances to finals of RDBN contest

Crystal Nelligan is the owner of Stir Artisan Tisane, which makes locally-sourced herbal tea blends

Prince Rupert port expansion could bring more flammable gases through Bulkley Valley

The port authority has seen an increasing amount of hydrocarbon gases over recent years

Smithers Council asks ICBC to come north and answer questions

ICBC said they are open to sending people to the area to answer public questions on insurance rates

Council denies two requests for signage variation by Home Hardware

Staff asked the owner about five signs which go against local bylaws when it first opened in June

VIDEO: Is the stethoscope dying? High-tech options pose threat

World-renowned cardiologist believes the device is just a pair of ‘rubber tubes’

Seizure of cannabis edibles, including mac-and-cheese, prompt warning from B.C. RCMP

Potato chips, cheesecake and candy infused with cannabis also seized back in August

B.C. parents sue city and province in 12-year-old daughter’s drowning at lake

Beverly Park drowned at Rotary Lake in Dawson Creek in August 2016

VIDEO: Chill with polar bears through an Arctic live cam

Cam reopens just ahead of Polar Bear Week

Aquilini companies deny negligence in U.S. vineyard fire that killed two kids

Fire occurred at Red Mountain Vineyard, located in southeast Washington State

Surrey cop killer gets new parole conditions

Surrey RCMP Constable Roger Pierlet, 23, was shot dead on March 29, 1974

Former Kelowna Hells Angels associate could be deported, court rules

David Revell has lost his fight against deportation from Canada

Alcohol available onboard BC Ferries starting Thursday

Beer and wine sales begin at 11 a.m. on select Tsawwassen-Swartz Bay sailings

Most Read