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

Surrey Fire Fighters Charitable Society doing ‘better than we were expecting’ amid COVID-19

At one point, the board thought it might have a donation shortfall of $250,000

Delta artist John Horton named to Order of British Columbia

Honour for significant contributions made to the appreciation and safety of B.C.’s coastal history

Man arrested in ‘after-hours club crackdown’ in Whalley, Surrey RCMP say

Police say they received information about clubs, parties ‘springing up’ at commercial properties

Former White Rock mayor, MP shares community connections via YouTube

Gordie Hogg aims to highlight those who’ve impacted South Surrey, White Rock

53 new COVID-19 cases, no new deaths cap off week of high infection rates in B.C.

Roughly 1,500 people are self-isolating because they either have COVID-19 or have been exposed to it

Unofficial holidays: the weird and wonderful things people celebrate around the world

On any given day of the year, there are several strange, silly or serious holidays to observe

Fraser Valley Bandits advance to CEBL Championship Game

Bandits post comeback 76-75 win over Hamilton Honey Badgers in Saturday’s semifinal

IHIT on scene of suspicious early-morning fire on rural Mission property

Entrance to Gunn Avenue property cordoned off while investigation takes place, updates coming

Moving on: Tanev scores 11 seconds into OT as Canucks oust Wild

Vancouver beats Minnesota 5-4 to move into first round of NHL playoffs

FURTHER UPDATE: Body removed from Maple Ridge hotel after large police presence

A large contingent of Mounties were at the Art Infiniti Hotel Friday afternoon and evening

Gene editing debate takes root with organic broccoli, new UBC research shows

Broccoli is one of the best-known vegetables with origins in this scientific haze

3 Vancouver police officers test positive for COVID after responding to large party

Union president says other officers are self-isolating due to possible exposure

New mothers with COVID-19 should still breastfeed: Canada’s top doctor

Dr. Theresa Tam made the recommendation during World Breastfeeding Awareness Week

Most Read