Drake is once again putting on for his country, but this time, it’s for the ballers…literally. The Toronto hero has joined forces with LeBron James for ‘Uninterrupted Canada,’ an extension of the digital platform run by James and business manager Maverick Carter.
The deal makes Drake part-owner and promoter for ‘Uninterrupted Canada,’ and will allow Canadian athletes to speak directly to fans via video shorts and bypass commentary from sports reporters.
Drake said in a statement, “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 Canadian division of ‘Uninterrupted’ will be led behind the scenes by CEO Scott Moore and chief content officer Vinay Virmani. “These are incredibly driven people who often have deep passions for things other than what sport they play,” Moore told The Hollywood Reporter.
The Canadian content will include an exclusive first-look deal with Toronto Raptors star Serge Ibaka, who is developing a fashion line with Canadian retailer Holt Renfrew. The media company will also produce a motivational series with Toronto Blue Jays pitcher Marcus Stroman and will be working in Europe with Paris Saint-Germain FC and French national soccer team star Kylian Mbappe.
‘Uninterrupted’ CEO Carter told THR that as the company expands internationally, it will focus on pro athletes with celebrity status in popular sports like cricket in India and soccer in the U.K. and Europe. “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,” Carter said.
James said in a statement, “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.”