• 'Uninterrupted' makes real-time videos and series about sports
  • Turner Sports will serve as venture's primary sales arm

LeBron James’s new multimedia venture has secured a $15.8 million investment from Warner Bros. Entertainment and Turner Sports.

Uninterrupted, which was created earlier this year by the four-time NBA MVP and his business partner Maverick Carter, will use the money to create more content and attract more partners. The venture currently makes videos about athletes, including real-time shorts and original digital series.

The Cleveland Cavalier’s All-Star isn’t the only athlete developing a media company. The National Football League Players Association earlier this year announced plans to create a content company. And in October, retired Yankee superstar Derek Jeter launched The Players Tribune, an online publication that several athletes have used to break news unfiltered by a traditional media company. Most recently, Kobe Bryant, who is an investor in Players Tribune, used the platform to reveal his intention to retire after this season.

In exchange for its investment in Uninterrupted, Turner Sports will get an equity stake and will serve as the newly expanded venture’s primary sales arm. Turner’s Bleacher Report already distributes Uninterrupted videos.

Previously, James’s company signed a deal with Facebook Inc. that includes a five-episode series called “Striving for Greatness,” which documents his preparation for a National Basketball Association season. The final episode was released Tuesday and garnered more than 200,000 views on the social media platform in its first 24 hours.

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