TORONTO (CelebrityAccess) – Drake and LeBron James announced Tuesday (July 30) that they are joining forces to bring Uninterrupted, a digital platform for athletes, to Canada.
The deal will see Drake become a part-owner and promoter for the sports media brand, which James launched in 2015 and is now expanding internationally. Like its U.S. counterpart, Uninterrupted Canada will allow Canadian athletes to speak directly to fans via content from video shorts to features.
Behind the scenes, the star-fronted Canadian arm will be led by CEO Scott Moore and chief content officer Vinay Virmani.
Moore, a veteran Canadian sports broadcaster and former head of Rogers Sportsnet, says Uninterrupted Canada will not be competing with his former employers, TSN, or any other traditional media outlets as the platform will focus on the interests of athletes outside their field of play.
So far, the Canadian content slate includes an exclusive first-look deal with Toronto Raptors star Serge Ibaka, who is currently developing a fashion line with Canadian retailer Holt Renfrew, as well as a motivational series staring Mets pitcher Marcus Stroman, who was traded to New York by the Toronto Blue Jays on Sunday.
With hockey still being the dominant sport to the north, Moore also expects that many NHL players will want to seize the chance to bring their voices to the platform.
Drake will reportedly contribute his musical talents to some major projects, either creating original songs, as a producer, or as a consultant.