Drake has joined LeBron James and Maverick Carter's, Uninterrupted, which is a digital athlete empowerment platform. With the rapper joining, the platform will now be available in Canada. The media company allows pro athletes to speak directly to fans. With this deal, this will be the first time the company will be able to have an international presence.
Drake will become a part owner and will also promote for Uninterrupted Canada, helping the brand expand internationally. While Drake is the face and part owner for the Canadian arm, leading the way will be Scott Moore and Vinay Virmani as CEO and Chief Content Officer respectively. The Canadian arm of Uninterrupted will be the same in that fans can interact with their favorite athletes via video content.
Scott Moore said, "Uninterrupted Canada will amplify what pro athletes with celebrity status love outside of their sport, with branded content, events and merchandise. The goal is to allow celebrity athletes to remain relevant and resonate with their fans outside of competition. These are incredibly driven people who often have deep passions for things other than what sport they play."
Already in the works on the platform for Canada is a show centered around Serge Ibaka, who is currently developing a fashion line with Holt Renfrew, a Canadian retailer. Also, Uninterrupted Canada will also produce a show for Toronto Blue Jays pitcher Marcus Stroman, which will be a motivational series.
LeBron James and Drake have worked together on media content in the past, with both men executive producing the 2017 documentary The Carter Effect, which debuted at the 2017 Toronto Film Festival. The documentary tells the story of Vince Carter, an NBA dunk champ and an eight-time All-Star player.
Drake said of the deal, "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." This comes after Drake's home team, who he serves as the global brand ambassador for, the Toronto Raptors won the 2019 NBA Championship.
Also, Canada is big in Ice Hockey, which is still the most popular sport in the country. Scott Moore believes hockey players will jump at the chance to interact with their fans in a way they have not done so before. He has plans for the company to expand into the U.K., India and Europe, giving fans a chance to interact with players in sports like cricket and of course, soccer.
Maverick Carter, James' Business Manager and partner said, "We'll focus on sports that people care about and the empowerment of athletes around the world, because that's a universal feeling and a universal truth." Uninterrupted has a content partnership and development deal signed with Liverpool Football Club, which James is a part owner of.
Davi Beckham and his studio, Shingle 99 have also partnered Uninterrupted to co-produce a series focused on Inter Miami CF, which is a Major League Soccer expansion team, which Beckham is a co-owner. Uninterrupted also has development deals with Sue Bird of the Seattle Storm (WNBA), the U.S. women’s national soccer team, who just won Gold at the World Cup and Reign FC star Megan Rapinoe.
In a statement, James said, "When we started Uninterrupted, it was to give athletes a platform where we could share our stories and connect with our fans in a way we never had before. It’s exciting to see that idea now leading a whole new era of athletes around the world feeling empowered to do more and be more."