Drake has teamed up with basketball superstar LeBron James to engage Canadian sports fans with a digital platform that will shake up the country’s media landscape. James is set to bring his media company Uninterrupted to Canada, marking the company’s first international expansion since 2015, when he and Maverick Carter launched the athlete empowerment brand south of the border.

With former Rogers Sportsnet President Scott Moore as CEO and film producer, director and actor Vinay Virmani as Chief Content Officer, Uninterrupted Canada will offer authentic, athlete-driven storytelling, content, events and merchandise. A collaboration with Shopify Studios will produce content that spotlights notable athletes and entrepreneurs, and 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 LeBron James in a press release. “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.”

Described as a “cultural movement” by Maverick Carter, Uninterrupted offers a multi-facted platform for athletes to share their stories, thoughts and seasoned words of wisdom. The difference between Uninterrupted and traditional media outlets is the all-encompassing nature of the brand; it can show up on YouTube, in social media feeds, as a podcast or on a television channel. From an exclusive first look deal with Toronto Raptors star Serge Ibaka that includes a fashion project, to a motivational series with All Star pitcher Marcus Stroman that focuses on undersized athletes, the theme of the content is an inspiring one.

So, where does Drake come into play? The multiple Grammy Award-winning artist is a part owner and – not surprisingly – a promoter. He calls Uninterrupted “an incredible platform for athletes to tell their stories and connect with fans” (and perhaps one he will appear on himself?).

The arrival of Uninterrupted comes as the Raptors’ win has left Canadian athletes and fans inspired and engaged. Getting the chance to know some of their sports heroes on a more personal level couldn’t happen at a better time.