Drake Partners With LeBron James For Uninterrupted Digital in Canada

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Drake Partners With LeBron James For Uninterrupted Digital in Canada

Four years after its 2015 launch, LeBron James and Maverick Carter’s digital media startup Uninterrupted is expanding beyond American borders for the first time. James and Carter have struck a partnership with Drake to launch Uninterrupted Canada, which will bring the company’s unique blend of culture, sports, and media to Canadian fans—and, importantly, business partners.

The deal will see Drake become a part-owner and promoter for Uninterrupted Canada as he unlocks doors north of the border for James' sports media brand, launched in 2015 and now expanding internationally. The star-fronted Canadian arm, to be led behind the scenes by CEO Scott Moore and chief content officer Vinay Virmani, like its U.S. counterpart will allow Canadian athletes to speak directly to fans via content from video shorts to features.

"These are incredibly driven people who often have deep passions for things other than what sport they play," Moore told THR about Canadian athletes set to board the Uninterrupted platform. James' Canadian content slate includes an exclusive first-look deal with Toronto Raptors star Serge Ibaka, who is developing a fashion line with Canadian retailer Holt Renfrew.

Uninterrupted Canada will also produce a motivational series with Toronto Blue Jays pitcher Marcus Stroman, while also bringing content from Uninterrupted in the U.S. north to Canada.

Drake is helping bring Uninterrupted to Canada after his home team, the Toronto Raptors, won the NBA championship. "Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans. I’m honored to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity," the rap star said in a statement.

What makes Uninterrupted Canada deal different is that it goes beyond just content, opening up opportunities for the company to build partnerships with Canadian companies and brands, expanding on its branded content efforts like the “Branching Out” podcast and series with Chase Bank.

Sounds like Black Excellence to us.


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