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

B.C. First Nation Chief Ed John faces historic sex charges

John served as minister for children and families under then-premier Ujjah Dosanjh

Man hit, killed by vehicle in Fraser Lake

A man was struck and killed by a motor vehicle in Fraser… Continue reading

Cullen gets $89,000 in post-MP severance

At 55, the former MP will also be eligible for an $82,000 per annum pension

Pipeline project prioritizes local workers, TC says

The Coastal GasLink (CGL) pipeline project might offer numerous jobs to locals… Continue reading

Possible pot shop in the works

Signage of Crossroads Cannabis has gone up on the building that KFC… Continue reading

VIDEO: B.C. to restrict nicotine content, bring in 20% tax on vaping products

Province will also restrict candy and fruit flavoured vaping products to adult-only stores

Seguin lifts surging Stars to 4-2 win over Canucks

Dallas is 6-0-1 in last seven outings

B.C. government working with RCMP to address $10 million in budget cuts

Public Safety Minister Mike Farnworth issues statement following report of RCMP cost-cutting

‘City that protects rapists’: Sexual assault survivor slams Kelowna mayor for defending RCMP

Heather Friesen spent the morning handing out flyers around city hall calling out the mayor

BC Liquor Stores to move fully to paper bags by March

Vancouver Island to be the first to convert to paper bags in November

Tolko shuts B.C. divisions for two weeks over holidays

Head office to close from Dec. 23-27; two weeks’ downtime runs Dec. 21-Jan. 6

Port Moody mayor says stayed sex assault charge related to ‘awkward date’

Rob Vagramov said charge was related to a string of dates in 2015

UBC conference draws fire over speaker from Chinese tech company blacklisted in U.S.

The company that has been blacklisted by the U.S. over links to the repression of China’s Muslim minority

‘It’s been 12 years’: Father of murdered B.C. real estate agent pleads for mayor’s help

Lindsay Buziak was stabbed to death on Feb. 2, 2008 in Saanich. Her case is unsolved.

Most Read