TORONTO — Bell Media announced Wednesday it has signed a long-term partnership with Uninterrupted Canada to bring athlete-driven storytelling and content exclusively to Bell Media’s platforms, including TSN and Crave.
Uninterrupted is the athlete empowerment brand founded by NBA star LeBron James and his business partner Maverick Carter. In July, a partnership with music artist Drake expanded the brand into Canada. Uninterrupted Canada is co-led by CEO Scott Moore and Chief Content Officer Vinay Virmani, and is now partnering with Bell Media to deliver the brand’s athlete-driven, long-form content to Canadian viewers on TSN, Crave and Bell Media’s suite of CTV-branded platforms, Bell Media said in the news release.
The partnership will tip off with the exclusive world premiere of Anything Is Possible, an original documentary from Uninterrupted Canada’s exclusive first-look deal with Toronto Raptors star Serge Ibaka. Anything is Possible will air Thursday, December 12 at 7:30 p.m. ET on TSN4.
In addition to Anything is Possible, the partnership will see Bell Media platforms premiere other original projects currently in the works at Uninterrupted Canada, including Kneading Dough Canada presented by Tangerine Bank, a digital-first six-episode series focusing 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 ahead-of-the-curve flair for fashion off the court.
Bell Media is also a partner on all Uninterrupted multiplatform executions in Canada, including a multiplatform initiative called Courageous Conversations. The partnership also paves the way for original branded content opportunities, through brand integrations in Uninterrupted Canada content distributed across Bell Media’s platforms, the company said.
