Maverick Carter is the biggest star and business boss in the NBA. He runs Uninterrupted, a digital platform that gives players more power. When LeBron James comes to Canada, Drake will be there for him.

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 has been a Canadian sportscaster for a long time and used to run Rogers Sportsnet. He told The Hollywood Reporter Uninterrupted that Canada will make more of the things that famous professional athletes like to do when they’re not playing sports. These include branded films, events, and goods. The goal is to make sure that famous athletes can still connect with their fans when they’re not playing.

“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 on the Uninterrupted show. Serge Ibaka, a star player for the Toronto Raptors, has agreed that James will be the first person to show off his new clothes line. The line is being made in partnership with the Canadian store Holt Renfrew.

Without a Trace Canada will also have an exciting show with Toronto Blue Jays starter Marcus Stroman. They will also bring Canadians shows from Uninterrupted in the US.

Drake and LeBron James work together and are good friends. They were both in charge of making the 2017 documentary The Carter Effect, which was about Vince Carter, an NBA dunk winner and eight-time All-Star player. The Toronto Film Festival was the first place to see the movie.

Carter helped James start his production company, SpringHill Entertainment, in 2008. The company works on both movies and TV shows thanks to a deal with Warner Bros. Also, Turner Sports, which is owned by Warner Bros., put $15.8 million into Uninterrupted when it became a Bleacher Report section in 2015. 

Drake is trying to bring Uninterrupted to Canada after his hometown team, the Toronto Raptors, won the NBA title. They said, “Uninterrupted has been a great way for athletes to share their stories and connect with fans.” In a statement, the rapper said, “It’s an honor to work with LeBron to bring Uninterrupted to Canada, a country that always supports new ideas and creativity.”

The most popular sport in Canada right now is still ice hockey, so Moore thinks that NHL players will also use Uninterrupted Canada’s speakerphone.

Carter, CEO of Uninterrupted, told THR that as the company grows outside of North America, it will focus on sports stars from popular countries, such as cricket in India and football in the UK and Europe.

As Carter put it, “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 the deal that Uninterrupted made with Liverpool Football Club to share their work and help them grow. They came in second place in the English Premier League and won the European Champions League the previous year.

Uninterrupted is also making a documentary series with David Beckham’s Studio 99 about Inter Miami CF, the new Major League Soccer team that will begin play next year. Beckham owns a piece of the team with other people. It also has growing deals with the U.S. women’s national soccer team and Megan Rapinoe of the Reign FC. It also has deals with Sue Bird of the WNBA’s Seattle Storm.

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

“The idea behind Uninterrupted was to give athletes a place to talk about their lives and connect with fans in a way they couldn’t do before.” It’s very exciting that that idea has given players all over the world the drive to do and be more, James said in his statement.