LeBron James’ digital athlete empowerment platform Uninterrupted has expanded to Canada through a partnership with Drake.
The deal makes Drake a part-owner and promoter for Uninterrupted Canada, where athletes can speak directly to fans. The platform will provide athletes with the opportunity to discuss what they love outside of sports. “These are incredibly driven people who often have deep passions for things other than what sport they play,” Scott Moore, CEO and veteran sports broadcaster, told The Hollywood Reporter.
Future segments include a first-look with Toronto Raptors star Serge Ibaka's new clothing line and a motivational series with former Toronto Blue Jays pitcher Marcus Stroman. Uninterrupted Canada will also air content from its U.S. arm.
“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,” Drake said, per Variety. Recently he executive produced HBO's buzzy Euphoria, starring Zendaya.
James and his business partner Maverick Carter launched Uninterrupted in 2015. Uninterrupted Canada will be helmed by Moore and chief content officer Vinay Virmani.
This new venture isn't all too surprising since Drake and James have been longtime friends. Not only did Drake bring James out for a rendition of “Sicko Mode” at the Staples Center last October, but Drizzy also appeared on LBJ's The Shop that same month. The episode of the HBO series saw the two discussing the idea of retirement and how they respectively want to approach it.
“I think maybe one of my biggest concerns in my career is just to figure out how to exit gracefully,” Drake explained. “I've watched people overstay their welcome, and I just don't ever want to be that guy that's addicted to the feeling of victory, addicted to the emotion of people digesting something that they love.”
