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LeBron James' Uninterrupted gets $15.8 m investment from Time Warner

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MUMBAI: Uninterrupted, the multimedia network for exclusive sports lifestyle content created by international icon LeBron James and business partner Maverick Carter, has aligned with two Time Warner companies namely Warner Bros. Entertainment, and existing partner Turner Sports, to raise $15.8 million in new financing.

The additional capital will allow the growing athlete point-of-view platform to develop exclusive content, elevate the brand, expand to additional platforms, and further engage potential partners.

“The best thing about Uninterrupted is there are so many creative opportunities for athletes to tell their stories. I’m excited to be partnering with important, innovative companies like Warner Brothers and Turner to keep building ‘Uninterrupted’ as a place for athletes to go to connect with fans and share their stories in a different way,” said James.

“With the unique Uninterrupted platform, there is a real opportunity to create a special business that athletes, brands, and media partners can come together to create and distribute creative content,” added Uninterrupted CEO Maverick Carter. “Whether it’s through real-time videos, original digital series, or documentaries, Uninterrupted provides that creative outlet for athletes to share their stories in a way they can’t anywhere else.”

“LeBron and Maverick bring incredible energy, focus and creativity to everything they do and are excellent partners with us in TV, film and digital,” said Warner Bros. Television Group president business and strategy Craig Hunegs. “Joining forces with LeBron, other world-class athletes and Bleacher Report to aggressively build Uninterrupted was an easy decision that’s great for fans and great for Warner Bros.”

In addition to having an equity stake in the company, Turner Sports will now serve as the primary sales arm for the newly expanded Uninterrupted venture. Building on its existing role as the platform’s original content host, Turner’s Bleacher Report and Uninterrupted will have a preferred content relationship.

“In collaboration with Warner Bros., Turner Sports is thrilled to expand its relationship with Uninterrupted as a leading platform for influential athletes to share unfiltered messages directly with their passionate fans,” said Turner Sports president Lenny Daniels. “Uninterrupted has been a perfect fit with Bleacher Report’s mission to provide compelling, mobile- and social-first content that drives engagement with sports fans in an authentic way and we look forward to further growing the reach of this popular multimedia platform.”

Part of Uninterrupted’s planned long-term growth includes expansion onto new platforms, with the venture today announcing a new multi-year deal with go90, a mobile-first platform, to provide content, original series, and exclusive athlete point-of-view videos. The go90 platform becomes Uninterrupted’s third distribution stream following the multimedia company’s presence on Turner’s Bleacher Report and the recently announced partnership with Facebook to host 360 videos including the five-episode Uninterrupted original series Striving for Greatness, featuring exclusive behind-the-scenes footage of James’ unparalleled preparation for his pursuit of another title in his 13th NBA season. Access go90 by simply downloading the app in the App Store or Google Play.

“Bringing audiences closer to what they love is what go90 is all about, so to team with the creators at ‘Uninterrupted’ makes a ton of sense,” added go90 SVP of consumer products Brian Angiolet. “If you have seen any of these rare, real-time videos and have taken in a few of the interesting athlete perspectives, then I have no doubt you’re excited about what’s coming next from Uninterrupted.”

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