The NBA’s biggest star and business boss, Maverick Carter, runs Uninterrupted, a digital platform that gives athletes more power. Drake is supporting LeBron James when it comes to Canada.

Drake will become a part-owner and supporter of Uninterrupted Canada as part of the deal. This will open doors for James’ sports media brand, which started in 2015 and is now growing around the world. Like the U.S. arm, the star-fronted Canadian arm will let Canadian players talk directly to fans through material like video shorts and features. It will be run behind the scenes by CEO Scott Moore and chief content officer Vinay Virmani.

Moore is an experienced Canadian sportscaster who used to run Rogers Sportsnet. He told The Hollywood Reporter Uninterrupted that Canada will make more of the things that famous professional players like to do outside of sports, like branded content, events, and products. The goal is to keep famous players relevant and able to connect with their fans when they’re not competing.

“These are very driven people who often have strong feelings about things other than the sport they play,” Moore told THR about the Canadian players who are going to be on the Uninterrupted program. James has a deal with Toronto Raptors star Serge Ibaka to be the first person to show his new clothing line, which is being made in collaboration with Holt Renfrew, a Canadian store.

Uninterrupted Canada will also make an inspiring show with Marcus Stroman, a starter for the Toronto Blue Jays. They will also bring content from Uninterrupted in the U.S. to Canada.

Drake and LeBron James are close friends and business partners. They both executive produced the 2017 documentary The Carter Effect, which was about NBA dunk champion and eight-time All-Star player Vince Carter. The film premiered at the Toronto Film Festival.

James started his production company, SpringHill Entertainment, with Carter in 2008. Through a deal with Warner Bros., the company is working on both movie and TV projects. Also, Turner Sports, which is owned by Warner Bros., put $15.8 million into Uninterrupted in 2015 when it became a Bleacher Report segment. 

After his home team, the Toronto Raptors, won the NBA title, Drake is working to bring Uninterrupted to Canada. “Uninterrupted has been a great way for athletes to share their stories and connect with fans.” The rap star said in a statement, “It’s an honor to work with LeBron to bring Uninterrupted to Canada, a country that always supports new ideas and creativity.”

For now, ice hockey is still Canada’s most popular sport, so Moore thinks that professional NHL players will also take advantage of Uninterrupted Canada’s speakerphone.

Carter, CEO of Uninterrupted, told THR that as the business grows outside of North America, it will focus on professional players who are famous in popular sports like cricket in India and football in the U.K. and Europe.

Carter said, “We’ll focus on sports that people care about and giving athletes around the world more power because that’s how everyone feels and what everyone knows.” He talked about a publishing and growth deal that Uninterrupted made with Liverpool Football Club. Last year, Liverpool finished in second place in the English Premier League and won the European Champions League.

Uninterrupted is also working with David Beckham’s Studio 99 to make a documentary series about Inter Miami CF, the new Major League Soccer team that will start playing next year. Beckham is a co-owner of the team. It also has growth deals with Megan Rapinoe of the Reign FC and the U.S. women’s national soccer team. It also has deals with Sue Bird of the Seattle Storm in the WNBA league.

The company also works with Paris Saint-Germain FC and Kylian Mbappe, a star player for the French national football team, in Europe.

“The idea behind Uninterrupted was to give athletes a place to share their stories and connect with fans in a way that they had never been able to do before.” “That idea has given athletes all over the world the confidence to do and be more, which is very exciting,” James said in his statement.