Bell Media has struck a partnership with Uninterrupted Canada, the athlete empowerment brand now helmed by former Sportsnet president Scott Moore.
Bell and Uninterrupted have announced a new long-term exclusive partnership on athlete-driven, long-form content to air in Canada on TSN, Crave, and the CTV-branded platforms. That partnership will kick off this week with the premiere of Anything Is Possible, an original documentary featuring Toronto Raptors star Serge Ibaka. The doc will air Thursday, Dec. 12 at 7:30 p.m. ET on TSN4.
The partnership will also see Bell Media platforms premiere several branded-content projects, including Kneading Dough Canada presented by Tangerine Bank, a six-episode, digital-first series focused on conversations with high-profile athletes about money and personal finances, and Avec Classe presented by Holt Renfrew, which weaves Ibaka’s passion for basketball with his flair for fashion off the court.
Bell says another multi-platform initiative entitled Courageous Conversations will also offer original branded content and brand integration opportunities across its platforms.
“We are very excited to partner with Bell and TSN,” said Moore, Partner and CEO of Uninterrupted Canada. “They share our enthusiasm about telling stories from the athlete’s perspective. Anything Is Possible is the perfect first project, and Serge Ibaka is the perfect example of someone who shares Uninterrupted’s philosophy of being More Than an Athlete.”
Founded in 2015 by LeBron James and Maverick Carter, Uninterrupted is built on the idea that athletes should have a platform to express themselves without intermediaries to tell their stories from their point of view. Drake helped launch the brand’s expansion into Canada this past summer.
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