UNINTERRUPTED has just announced its international expansion and partnership with Grammy-winning rapper Drake to empower Canadian athletes to be “more than an athlete.”
Drake partners with @KingJames' digital platform Uninterrupted in Canada https://t.co/lnMam7weWa pic.twitter.com/eaEU9oeJf6
— Hollywood Reporter (@THR) July 30, 2019
Founded by long-time partners LeBron James and Maverick Carter, UNINTERRUPTED is a digital athlete empowerment platform that allows pro athletes to speak directly to their fans—built on the idea that all athletes should have a platform to express themselves without intermediaries.
With this deal, Drake will become part owner and promoter for UNINTERRUPTED Canada.
“UNINTERRUPTED has been an incredible platform for athletes to tell their stories and connect with fans,” said Drake. “I’m honored to partner with LeBron to bring UNINTERRUPTED to Canada, a country that continuously supports innovation and creativity.”
“As we’ve continued to grow into new markets and new sports, UNINTERRUPTED has become synonymous with empowerment among athletes and the audience who understand the cultural movement we are creating,” said UNINTERRUPTED CEO Maverick Carter. “We’re excited to bring that to Canada and to work with the new team to grow this business internationally.”
Per the press release:
UNINTERRUPTED Canada will create authentic, athlete-driven storytelling, content, events and merchandise. UNINTERRUPTED Canada is collaborating with Shopify Studios to develop content that will spotlight athletes and entrepreneurialism. As part of UNINTERRUPTED Canada’s content slate, the company has signed an exclusive first-look deal with Toronto Raptors star Serge Ibaka, which will include a fashion project.
UNINTERRUPTED Canada is also producing a motivational series with All-Star pitcher Marcus Stroman, focusing on undersized athletes titled: “Height Doesn’t Measure Heart”. UNINTERRUPTED Canada will also distribute content from UNINTERRUPTED in the United States.
Still just getting started!!! ??? #StriveForGreatness? https://t.co/2Qr0wGzCWu
— UNINTERRUPTED (@uninterrupted) July 30, 2019
UNINTERRUPTED Canada is the first international expansion for UNINTERRUPTED which launched in the U.S. in 2015, bringing UNINTERRUPTED’s unique ability to connect culture, sports, and media to Canadian fans and audiences. The movement will be led by CEO Scott Moore and Chief Content Officer Vinay Virmani.
CEO Scott Moore comes to UNINTERRUPTED Canada most recently from Rogers Media, where he spent the last 8 years as President of Sportsnet, Canada’s number one sports media brand. He will lead business operations and development as well as brand partnerships for the company in Canada. Vinay Virmani, who will lead UNINTERRUPTED Canada’s creative operation and content development has experience as a successful Canadian film producer, director, actor, and passionate sports fan.
“Culture, creativity, and diversity are interwoven into our national fabric,” said Moore.
“Bringing UNINTERRUPTED’s unique platform to Canada gives us the opportunity to share authentic stories as told by our country’s most celebrated and promising sporting icons – both Canadian born as well as those who’ve chosen to make the True North their home,” added Virmani.
