Former Sportsnet president Scott Moore will head up the expansion of athlete empowerment brand Uninterrupted in Canada, founded by LeBron James and Maverick Carter.
Launching in Canada in partnership with Toronto’s favourite son Drake, this is the first international expansion of the brand, launched in the U.S. in 2015. Uninterrupted is built on the idea that athletes should have a platform to express themselves without intermediaries through content, merchandise, events, partnerships and educational opportunities.
Moore, who stepped down from Rogers as president, Sportsnet & NHL Properties, at the end of October after eight years in the role, will focus on business operations and development as well as brand partnerships. Chief Content Officer Vinay Virmani, will lead creative operations and content development. Virmani has a background as an actor, film producer, and director (Dr. Cabbie, The Steps, Breakaway).
“Canadian sports fans have an insatiable appetite for the stories of the athletes they love,” said Moore, in a release. “The Uninterrupted platform will allow us to engage in a new brand of storytelling for our audiences. We are very excited about bringing the brand to Canada and providing athletes a unique way to communicate with their fans.”
Shopify Studios will be among Uninterrupted Canada’s collaborators, helping develop content spotlighting athletes and entrepreneurism. As part of its content slate, the company has signed an exclusive first look deal with Toronto Raptors star Serge Ibaka. It’s also producing a motivational series with Major League Baseball All Star pitcher Marcus Stroman, focusing on undersized athletes entitled “Height Doesn’t Measure Heart.” Uninterrupted Canada will also distribute content from its U.S. counterpart.
“When we started Uninterrupted, it was to give athletes a platform where we could share our stories and connect with our fans in a way we never had before. And to show what we are passionate about beyond the sports we play. It’s exciting to see that idea now leading a whole new era of athletes around the world feeling empowered to do more and be more,” said James. “Expanding into Canada with some incredible partners puts Uninterrupted on a global scale and creates new opportunities for even more athletes and fans to be a part of what we’re building.”
“Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans,” added Drake. “I’m honoured to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity.”
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