In recent years, a visit by LeBron James to Toronto generally signified the demise of local NBA playoff hopes. But happily for Toronto fans, this year is different: A championship has come at long last to Canada, and Mr. James is here this week to launch a media business, not to eject the Raptors unceremoniously from contention.
The basketball star will be at a launch party on Friday for the first international expansion of Uninterrupted, his multimedia brand. Scott Moore, who retired as president of Rogers Sportsnet last year, will be the chief executive officer of Uninterrupted Canada and has partnered with Canadian film producer Vinay Virmani, who will be head of content.
Uninterrupted, launched in 2015, creates videos produced with athletes to give them direct communication with fans. It is similar to The Players’ Tribune, the website launched by baseball star Derek Jeter, but Uninterrupted focuses primarily on videos and podcasts instead of written articles.
“It’s where the business is going,” Mr. Moore said in an interview. “This is just another great disruption.”
The site is not a rejection of sports journalism, but is complementary to it, said Maverick Carter, Mr. James’s childhood friend and business partner and the CEO of Uninterrupted. “What we try to do is keep the focu