Drake and LeBron James are a winning team.
The rapper has partnered with Uninterrupted, the sports media company founded by James and his longtime business partner Maverick Carter, to bring the brand to Canada. Uninterrupted Canada is the first international expansion for Uninterrupted, which launched in the U.S. in 2015 with backing from Warner Bros. Entertainment and Turner Sports.
According to The Hollywood Reporter, Drake will become a part owner and promoter for Uninterrupted Canada. The Canadian division, led by CEO Scott Moore and chief content officer Vinay Virmani, will allow Canadian athletes to speak directly to fans via content from video shorts to features.
“Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans,” said Drake in a statement. “I’m honored to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity.”
James added, “Expanding into Canada with some incredible partners puts Uninterrupted on a global scale and creates new opportunities for even more athletes and fans to be a part of what we’re building.”
As part of its athlete-driven content, events, and merchandise, Uninterrupted Canada has signed an exclusive first-look deal with Toronto Raptors star Serge Ibaka, who is developing a fashion line. They are also producing a motivational series with New York Mets pitcher Marcus Stroman, focusing on shorter-than-average athletes titled “Height Doesn’t Measure Heart.”
Drake continues to expand his business empire. Last week, the Forbes tycoon also announced an extensive partnership with SiriusXM Pandora that includes a dedicated station, curated music, and collaborations with creative talent.