Bleacher Report and LRMR Management Co., the sports marketing entity run by NBA superstar LeBron James and agent Maverick Carter, have quietly collaborated to create Uninterrupted, a new player-driven website.
Similar to The Players Tribune, which recently debuted under the guidance of recently retired New York Yankees shortstop Derek Jeter, Uninterrupted attempts to provide unfiltered athlete content. Initial player contributors to Uninterrupted include James, Seattle Seahawks cornerback Richard Sherman, New York Giants receivers Victor Cruz and Odell Beckham Jr., Cleveland Browns quarterback Johnny Manziel and New York Knicks forward Carmelo Anthony.
Unlike The Players Tribune, Uninterrupted is driven by video rather than text, with video clips averaging one to two minutes. The new site is at bleacherreport.com/uninterrupted, and is fully integrated into Bleacher Report’s core online presence as well as its popular Team Stream mobile application.
Executives for Bleacher Report parent company Turner Sports and LRMR declined to comment on the new initiative. A post that had briefly appeared on James’ website before being taken down last week discussed Uninterrupted giving fans “direct access to hear and see what their favorite athletes have to say, straight from the athlete.”
The video clips focus primarily on personal reflections and thus far appear to be intended less as a newsmaking vehicle. Many of the initial clips also appear to be shot with mobile phones. Sources close to the venture said a more formal launch for Uninterrupted is likely for later this year.
Uninterrupted does not include any ads, subscription plans or other overt monetization strategy. It is not known whether Turner Sports and LRMR intend to develop one as they seek to grow Uninterrupted. Several of the involved athletes have also posted tweets directing followers to the new site.
James has a link to many of the initial players involved in Uninterrupted. Manziel is represented by LRMR, while Anthony and James are close friends, and each of the players along with James have endorsement deals with Nike.
