Last year, Drake solidified his relationship with URL in a major way by linking the league with streaming app Caffeine. The deal was part of his multi-year agreement to help bring content to Caffeine. The move to Caffeine helped URL revolutionize their model to the delight of fans, as they shifted from charging $50-ish for streaming access to events to streaming them for free on Caffeine.
URL has also helped Caffeine, as co-founder and CEO Ben Kreighan raved to Bloomberg, “Our anchor content is battle rap. It’s working super, super well.” The league’s profile helped the platform raise $113 in investments last July, which further legitimizes that battle rap isn’t just some hobby—it’s a bustling business. Drake’s role in the Caffeine deal will likely be the biggest fingerprint he leaves on the battle rap culture.